The 2021 edition of MakeUp in NewYork may have fewer exhibitors this year due to travel restrictions, but this has by no means put a dampener on innovation. Trends workshops and the 18 winning IT Products are just some of the highlights of the event.
When MakeUp in NewYork opens its doors next week on September 22-23 at the Javits Center, some 30 exhibitors will be showcasing their latest innovations. Among the newcomers this year are FusionPKG, John Davler Inc., USA, and Pure Beauty Labs.
Travel restrictions limiting exhibitors to US companies or those with offices in the country (notably Italian formulators) has, paradoxically “turned out to be a good thing,” says MakeUp in Co-founder and Director Sandra Maguarian. “By presenting uniquely American exhibitors or those with an office in the US, we are in step with today’s “Made in the USA” movement,” she says. “This trade show, like all our events, is what we call Glo.Cal: exhibitors are global, international, while visitors are local, so on the visitor side of things, nothing changes.”
And if visitor pre-registration numbers are anything to go by, all the major prestige groups and indie brands are set to attend, including L’Oréal, Estée Lauder and Unilever. “There is frustration among brands who have not had physical access to new products for almost 18 months, so there is a real appetite to discover the novelties and innovations that have emerged since the beginning of the pandemic,” notes Maguarian. This is also why the organizer chose to focus on the “in-person” aspect, rather than digitizing the event. “Zoom fatigue is real in the US,” quips Maguarian. “In beauty, digital events are not sustainable: we need to be able to touch, see and smell the products!”
So what can visitors to the show expect? In addition to the exhibition space, there will be the Beauty Talks, organized in partnership with Cosmetics Inspiration & Creation, a Parisian trends forecast and consulting firm with offices in the US. Four workshops will be organized, covering the themes of Radical Traceability, Healthification, Eco-Celebration and Unleashing Freedom. Cosmetics Inspiration & Creation is also behind the Inspiration Bar, which will showcase both branded products retailing in the US and those launched by exhibitors that correspond to the four trends.
MakeUp in NewYork is putting the focus on this year’s IT Products – the 18 winning items selected from around 40 applicants will be on the show floor. “Even if the winners couldn’t be there in person, we wanted to highlight their innovations at the event,” explains Maguarian. In the Packaging category, the six following winners were selected by the jury:
APC Packaging for Refillable Jar, a patented jar whose inner cup can be removed and replaced. The jar and cap are available in 100% PCR options.
APC Packaging’s Mono-Material Dropper, a pack with bulb, pipette, collar and bottle all in PP. The dropper can be recycled without disassembling.
Pumtech for Personalizing Duplex, two separate bottles that stack vertically and offer various options for mixed formulas.
Pumtech’s Twist Up & Down (mist pump & essence pump), double-walled refillable packaging with a PET outer bottle and PP Inner bottle with a twist up and down mechanism.
Qualipac for Slim Compact, a recyclable and refillable aluminum make-up compact with removable paper tray that is free of glue and magnets.
Qualipac’s Essentiel, an R-PET make-up compact with refillable pans, available with or without a magnetic closure.
So what’s in-store for next year? A return to “nearly normal”, hopes Maguarian. “All our regular exhibitors who were not able to be present this year have confirmed for 2022, and this is the case for all our trade shows,” she rejoices. “I’m very optimistic going forward.”