The MakeUp event series started with a small show in Paris a few years ago, but its success has led to a fast-expanding event of the same name in New York and now in Korea, targeting the colour cosmetics sector in the Asia Pacific region.
According to the organizer, the event attracted over 1,800 visitors during the two days it was held, from March 13th to 14th, which saw a steady stream of attendees from the time the doors opened at 10am on the first day, till the time they shut at 6pm on the last day.
Professionalism and enthusiasm
The organiser of the show, Sandra Maguarian, said there were two stand-out words to describe the atmosphere and overriding impression of the show: “Professionalism and enthusiasm.”
“The proof is there, and it is not really a surprise, because in recent years the Korean make-up category has reached such a high level of innovation, and that includes packaging and formulation,” said Maguarian.
The organisers also expressed the fact that, although there was a certain element of risk in holding the first MakeUp event in the Asia Pacific region in Korea, they had been confident that this was a calculated risk, which did pay off in the end.
An event with Pan-Asian and international scope
Likewise, the show also had a pan-Asian scope, which showed that Seoul was a good place to hold an event for the colour cosmetics industry that would have international appeal.
"The Korean industry undoubtedly appeals to the global makeup industry, evinced by the German, Italian and French companies who chose to be present at this first MakeUp in Seoul” said Maguarian.
"Interestingly, this first makeUp in Seoul not only captured the attention of Korean brands in the makeup industry, but also visitors from Japan and China, as well as Indonesia, Australia and Europe flocked to visit us during the course of the two days.”
Although the organizer has not confirmed the exact date of next year’s event in Seoul, it has acknowledged that plans are already afoot to hold it again next year.