What’s Next: Makeup in New York comes back bigger than ever

BY Lonni Delane

Makeup in New York is growing, and each year the show attracts more vendors and more guests, not only from the US but internationally. The number of participants for this year’s show swelled to over 2500, up 15% from last year, with many coming from Canada as well as France, Japan and Korea.  The number of exhibitors also increased by 20% to a total of 110. In anticipation of this, the event stepped up to bigger and better accommodations at the Penn Plaza Pavilion on Seventh Ave. between 32nd and 33rd streets. 

One of the event’s strongest features was its dynamic series of conferences designed to educate beauty industry professionals. They offered a range of cutting edge topics that are impacting the industry today. Florence Bernardin of Info & Inspiration returned for another conference on one of the hottest topics in beauty — the emergence of the Korean market. There was also a conference on The Digital Revolution in Beauty led by Julien Decoster of Worldline and Jing Wang of Fung Business Intelligence Centre. Leading research firm Mintel was there to support the event and also offer a Global Trend Update for Color Cosmetics.

This year’s show tested the waters by presenting two new competitions to encourage and showcase new innovations in beauty. The Innovation Tree was a breathtaking structure that featured 26 winning products from the show’s participating manufacturers. Makeup in New York also hosted a competition for 12 teams from American universities to see what they could come up with for the theme of Packaging Innovation and they plan to expand the field internationally next year.

Of course, the main event was the vendors. This is the show where the usually silent partners in the realm of manufacturing come out to take center stage. Leading manufacturers like CTK, Livcer and Alkos who work with some of the best-selling brands in the business like NARS, Clinique and IT Cosmetics were there to show the crowd what’s next in the world of beauty, and the products did not disappoint.

The Color Group — Custom Lipstick Embossing
Embossed lipstick bullets are a signature statement of luxury that one expects from high end brands like Dior. Canadian manufacturer The Color Group has developed a breakthrough technology using silicone molds to make this design accessible to smaller brands and start ups. They can offer flexible contracts as low as 1,000 pieces per shade.

Cosmetic Group USA — Cream to Powder Baked Eye Shadow
Where most baked products start as a powder with a small amount of liquid, CGUSA has developed a proprietary process of “slurrying” to keep moisture in the product. The result is a creamier texture with higher moisture and higher pigment retention.

Livcer — Frozen Masks
Livcer has developed a frozen mask that is delivered in the form of cubes that you pop in freezer. They created a version with cucumber to sooth and de-puff the eyes for Peter Thomas Roth that has become one of the brand’s top sellers.

What’s Next is a new feature of Drug Store News, written by consumer beauty blogger Lonni Delane. The goal is to help give beauty merchants the cutting edge they need to stay ahead of the latest and greatest beauty trends.


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