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MakeUp in Los Angeles to Focus on Latest Beauty Trend Insights & Future

Published on 2017-01-10. Author : SpecialChem

The beauty industry is undertaking major shifts, revolutionized by technology and the arrival of the Millennials, a savvy generation when it comes to the use of makeup.

MakeUp in Los Angeles to Focus on Latest Beauty Trends
MakeUp in Los Angeles to Focus on Latest Beauty Trends

During the first day of the MakeUp in Los Angeles Event, on February 8, 2017 at the Quixote Studio, some of the leading Trend Specialists, Experts and Brand representatives will provide insights of the major Beauty Trends shaping the future of the beauty industry.

Beauty Industry Innovation


With a special focus on the West Coast influences, considered as the innovation hub of beauty, this first day will be dedicated to the new influences that are disrupting the industry.

Leïla Rochet-Podvin, Founder of Cosmetics Inspiration & Creation explained:

"The Beauty sphere is currently in a state of upheaval, in a context of accelerating technologies and social networks. Beauty is more daring, more hedonistic, a sign of our ever more connected society that now uses images to communicate. Selfies, Snapchat or Instagram posts in this new era dominated by influencers, consumers are totally "hooked" to their smartphones, and modifying the beauty landscape."

Leïla Rochet-Podvin explained:

"With the MakeUp in team, we decided to dedicate this first day on the new influences that shape our industry, more specifically those coming from the West Coast - Retail, Digital, Millennials and the Healthy Trend."

Retail Dynamics – Consumer Experience


From physical retail to e-retail, from traditional stores to lifestyle concept stores, from direct sales to social selling strategy, new retail models dynamize the consumer experience and their interactions with brands. A topic, which will be discussed in a roundtable with Anastasia Soare – Founder of Anastasia Beverly Hills, Sinead Norenius-Raniere Partner at The Pienza Collective and Board Member of the Bay Area Beauty Association, and Jennifer Ritter - JSR Consulting.

Digitizing Beauty


MakeUp in Los Angeles
MakeUp in Los Angeles

The digital influence, which is irrigating the beauty sphere from its Californian epicenter, is becoming a key topic of our industry. Digital has transformed the beauty market, the way consumers get informed and interact with brands. According to Trend Analytics, 82% of women feel that social media has impacted the definition of beauty. This roundtable will gather specialists who will explain how the digital age is changing fundamentally our industry and what is the influence of social media and their impact on the future. The session will start with two conferences from the leading experts in this field.

  • Mary Healy - YouTube Brand Partner Program will present "YouTube, The Recipe for Success & For Inspiration". She will take us through a better understanding of the YouTube ecosystem and what value each party finds from the platform (brands/creators/advertisers). She will focus on the winning recipes for brands, for collaborating successfully with creators and building destinations channels. She will also explore the way YouTube can become the world's biggest research tool. 
  • Conor Begley - Co-founder of Tribe Dynamics will then present "The Impact Of Brands In Social Media – Who Wins And What Are The Success Factors". Tribe Dynamics is a start-up company founded in 2012 that created an advanced marketing technology that allows brands to analyze the media value earned via their social media platforms. Conor will focus on better understanding digital trends within the beauty and fashion industries, the key learnings and the success factors. 
  • Samantha Cutler - Chief Product Development Officer at Stila, Kate Helfrich - Vice President Product Development Hourglass, Ingrid Jackel - CEO of Yes to Inc, and Joyce Kim - Vice President Product Development NYX - A roundtable on "Beauty At the Digital Age", where will be discussed the following topic: "What Has Changed & The Impact on Innovations?"

Impact on the Next Generation


Millennials is reshaping the economy, the beauty industry and are particularly dynamizing the Makeup industry. With specific values, relation with femininity and specific shopping experiences, these savvy consumers that are digital natives but also beauty natives who are likely to be tempted to brands that master their way of thinking.

The session will start by a conference by Pierre Bisseuil – Research Director, Research & Future Insight Department at PeclersParis, a leading international consulting agency in trends, style and innovation. From self-addiction to environmental commitment, what are the key values bore by Millennials and generation Z, that will shape the future of femininity? Pierre Bisseuil will decipher the most relevant emerging trends that will impact the beauty and makeup industry. While on her side, Leïla Rochet-Podvin from Cosmetics Inspiration & Creation will focus on emerging brands/concepts from the West Coast.

The conference will be followed by a roundtable on Millennials with the exceptional presence of Jill Tomandl - VP Product Development & Innovation at Estée Lauder Companies - Smashbox. A roundtable will be held on the influence of Millennials with the participation of the young generation team from the GenNext – ELC Group, coming from Clinique (Karina Spritz), GlamGlow (Noelle Kot), Flirt (Vanessa Munoz) and Smashbox (Kia Ragland).

Young & Healthy


The rise of health conscious consumers and the quest for safety, ethical, and "non-toxic" beauty is moving from skincare to makeup. New "healthy" indie makeup brands have emerged recently; with strong lifestyle positioning, ethical thinking at the core of their mission statement, and audacious colors. California brands are leading the way in this trend and this session will be a unique opportunity to learn more about their success paths and their credo.

Moderated by Leïla Rochet and Jennifer Ritter the roundtable will focus on the following topic: "How the healthy lifestyle is influencing the beauty industry and What's Next?" with some of rising makeup indie brands from LA: Katherine & Caroline Romos - Co-Founders of Rituel de Fille, Lynda Berkowitz - CEO of Ilia Beauty, Sheena Yaitanes - Founder of Kosas Cosmetics.

About MakeUp in Los Angeles

MakeUp in LosAngeles is gathering the most innovative worldwide suppliers of the Make-up industry. It offers new opportunities for manufacturers of Ingredients, formulation, packaging, full-service, accessories and also make-up artists, make-up schools, brands and distribution players of the make-up universe.

PS: If you liked this News, you might enjoy our Cosmetics Industry Newsletter. All the Industry News delivered once a week right to your inbox. Sign up here!


Source: MakeUp in Los Angeles
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