Jamie Matusow: So, year 4 of MakeUp in New York is upon us. What makes this show stand out?
 
Jean-Yves Bourgeois:The countdown has begun. In a few weeks, the fourth edition of MakeUp in New York will open its doors at the Center 548, in the Chelsea area. It is an opportunity to take stock of the “MakeUp In concept” now present not only in New York, but also in Paris, Seoul and Sao Paulo.
 
Jamie Matusow:What do you mean by a “concept”?
 
Jean-Yves Bourgeois: Sandra Maguarian (co-manager) and I see it as a concept. First of all, freeing exhibitors from all the constraints related to the booth set-up and equipment, and even catering. We have made this show into an event that’s as festive as possible, where there is something happening in the aisles almost every minute, where surprise lies at the corner of every booth. It’s a trade show where professionals feel at ease with one another and a venue that people enjoy visiting several times over the two days it is held. Efficiency also counts, so in just a couple of days, the event brings together the whole industry, from ingredients to accessories, including formulation and packaging. “MakeUp In” is a trade show where the ratio of number of visitors to exhibitors strives to be the most efficient.
 
Jamie Matusow:You have said that MakeUp in NewYork has a unique positioning?
 
Jean-Yves Bourgeois:Yes, we do talk of a unique positioning. This exclusive meeting for suppliers of packaging and applicators and designers of makeup formulas in an upscale environment has won over an overwhelming majority of visitors (65%) coming from brands’ marketing teams. This is what makes the originality and value of the “MakeUp In” events. In the field of makeup, which is in itself very close to that of fashion, what matters are the marketing teams that reflect on the product and design it, for the year to come or even the year after. It’s a winning strategy in the mature and highly innovative markets in which we operate. Especially since this gives even more value to the packaging and the whole sector of applicators and brushes. The R&D and Purchasing teams of beauty brands also have a unique opportunity to have the whole chain of industry suppliers at their disposal.
 
Jamie Matusow:You also call it an “exclusive” event—why so?
 
Jean-Yves Bourgeois:Everyone says so, even if it does not apply in practice for the simple reason that manufacturers have no other choice (except with us today!)… The concept of large multi-sectorial shows has had its day. Yes, Sandra Maguarian and I do intend to build on the “exclusive” nature of our concept.
In addition, visitors and exhibitors tell us every year, “Don’t increase in size.” They are right. This is what makes and will continue to make our events so attractive. And we have already indicated that next year we will limit the accessibility to our four “MakeUp In” events, whether in Paris, New York, Seoul or Sao Paulo.
 
Jamie Matusow: Isn't your strategy on four continents ambitious?
 
Jean-Yves Bourgeois:Unlike some organizers, we listen to our exhibitors and follow their advice; we are not imposing anything on them. Mostly, we have a global vision of this business, simply because it is global, simply because our exhibitors who are global ask us so. We are a platform for exchanges, regardless of the country where exhibitors or visitors come from. We do not promote a professional corporation originating from a particular country, we modestly aspire to serve an entire industry throughout the whole world by giving it the possibility to exchange and do business in full confidence and with loyalty.
 
Jamie Matusow: Sounds like the year 2015 promises to be particularly exciting.
 
Jean-Yves Bourgeois:It definitely will! Our concept has become a reality.
Some claim that we have become a must-do show, but this isn’t what matters most. You will notice that the better the idea is, the more it will be coveted and, in some cases, the more others will be tempted to imitate it. What matters to us is to stay the course. Generally we will refuse to set foot in a field that is not ours. Because it’s always a risky bet: By trying to keep two pots on the boil there is a risk of losing our soul.

More info: www.makeup-in-newyork.com