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MakeUp in shows respond to industry changes with innovation

Katie Nichol

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MakeUp in shows respond to industry changes with innovation

The MakeUp in trade shows will be all about “innovation, innovation, innovation” next year, as organizers gear up for physical events after months marked by the health crisis and show postponements.

Show organizer Beauteam, a division of Infopro Digital, aims to come back better and stronger next year with each event featuring a specific theme adapted to the local market. Animations dedicated to brands and a space created with and for indie brands will also be a central part of the shows. The events will bring together key makeup and skincare suppliers as well as industry experts who will tackle hot topics during the conference sessions.

The inaugural edition of the Clean Beauty in London tradeshow will take place in 2021, with organizers highlighting that clean beauty is becoming even more important in light of the health crisis. The show will take place at London’s The Brewery, and will bring together some 50 exhibitors. A steering committee accompanying the development of the show will offer the beauty industry insights in order to help brands big and small wanting to convert to clean beauty.

While MakeUp in is looking to a return to normal in 2021 as far as industry events go, it was a forerunner in taking trade shows digital this year to compensate for event postponements – Beauteam developed and launched the BeauteaMatch platform this May to connect industry professionals. The platform features more than 120 exhibitors, over 650 exhibitor product launches and seven webinars available on replay.

The next webinar, to take place on September 16th during the MakeUp in NewYork week on BeauteaMatch will look at the impact of the health crisis on innovation. The session, Has Covid19 Changed the Direction of Makeup and Skincare Innovation? The Most Suitable IT Products for a Post-Covid World, will feature Bianca De La Garza, CEO of Garza Digital/Founder Bianca de la Garza Beauty, and Karen Young, CEO of marketing company The Young Group.

After revealing the winning IT Products from MakeUp in Paris and MakeUp in Shanghai 2020, BeauteaMatch will announce the New York IT Products winners the week of September 16.

The two physical shows that did take place this year, MakeUp in Los Angeles and MakeUp in Shanghai, both saw an uptick in visitor numbers on 2019.

Save the date for next year’s shows:
- MakeUp in LosAngeles – February 2-3, 2021
- MakeUp in Shanghai – April 7-8, 2021
- MakeUp in Paris – June 17-18, 2021
- MakeUp in NewYork – September 2021
- Clean Beauty in London –October 12 & 13, 2021

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