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Edition: Brazil
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Industry buzz

The first MakeUp in São Paulo will open its doors in two months

Only two and a half months and the 1st edition of MakeUp in Sao Paulo will open its doors to visitors in the meeting rooms of the Renaissance Hotel in Sao Paulo, on 3 and 4 December 2014. With, during the two days the presence of the leading suppliers of the global make-up industry, from formulation to full service providers, like the Italian group Intercos, the French companies Fiabila, Strand Cosmetics, Sleever, SIMP and Aesthete, the German firms Weckerle and Faber Castell, the American groups Oxygen, Topline and Polychromatic, not to mention the packaging sector with the presence of one of the world leaders in the manufacturing and filling of mascaras, the German company Geka, and two Italian companies also leaders in their field, Baralan and Lumson. To note also the presence of the American leader in samples, with its Brazilian branch Arcade Lamtam.

The “MakeUp in” tradeshows are organised in Paris, New York and Seoul and for (...)

The “MakeUp in” tradeshows are organised in Paris, New York and Seoul and for the first time in Sao Paul in December 2014.

The paradox of this make-up environment in South America: On the one hand a huge sales potential in terms of end users (200 million Brazilians, the 5th most populated country in the world, a booming make-up industry in Colombia, Chile, Peru, Guatemala, etc ...), and on the other, a still narrow industrial sector, which can be confined in the end, to a few subcontractors, either local or as part of subsidiaries belonging to a few European manufacturers and to a dozen leading brands on the market with some very big "manufacturers" like companies in Brazil (O’Boticario, Natura,...), Peru (Belcorp and Yanbal,...), or Colombia with Vogue taken over by L’Oréal...

Pierre Miasnik, CEO of the French world leading nail polish company Fiabila, which is about to open its first factory in Sao Paulo, perfectly sums up the situation: "The market is indeed huge in Brazil, but the problem is that because it’s difficult to set foot in it, there is a chronic shortage of suppliers who precisely offer a range of diversified products. In short, you need to start an activity locally to create the market!"

And there is every reason to believe that, in the beginning, demand should far exceed offer. This is great news for those who will be attending the first MakeUp in Sao Paulo!

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