Last year’s conference programme had eight presentations, while this year’s has been extended to 15, reflecting the organiser’s ambitions to build on the success of the 2014 event when the doors open, April 15 – 16 at the Conrad Seoul Hotel.
The first day of the conference will include segments on ‘Connected Beauty', which will feature presenters from Europe and Asia, as well as a comprehensive look at the world of 3-D printers.
Highlights from the second day will include a large round table that will discuss a number of key topics, including the cushion compact and new advances in airless technology.
Building on the unprecedented success of 2014
The organisers of the MakeUp in Seoul said that following last year’s record-breaking attendance of the first edition, this year's event was given the go ahead just weeks after the 2014 version closed its doors.
According to the organizers, the 2014 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, until 6pm on the last day.
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.
Professionalism and enthusiasm
The organiser of the 2014 show, Sandra Maguarian, said there were two stand-out words to describe the atmosphere and overriding impression of it: “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, at the time.
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.