Make-Up in Paris, according to the official site, will be the first event of its kind in France completely dedicated to putting make-up-related issues and new industry technologies onto the global stage. Unlike previous events that focus primarily on make-up’s aesthetic components, Make-Up in Paris will have a much broader scope, going in depth into subjects ranging from marketing strategies to current trends, all while emphasizing creativity and innovation.

“Innovation is found in both content and container under the combined influence of make-up artists, engineers and creative professionals who develop together still more remarkable technologies,” says Make-Up in Paris’ official website. “Make-Up in Paris is a true laboratory of trends, with its animation, interviews, debates, creative workshops and make-up contests for pros and pros-to-be.”

This event that cites its target audience as “visitors, brands, manufacturers from mass distribution or selective distribution, brand owners, journalists and make-up professionals-to-be” has successfully attracted many different groups with very diverse agendas. Many of the over 400 who have already pre-registered for the event have done so not only for the skills they can learn from the experts, but for the exposure it will give them and the companies they represent.

The spokesperson of Aircos, one of the companies participating in the event, expressed the company’s viewpoint on its involvement. “This first edition of Make Up in Paris is a great opportunity to stage our know-how and our novelties at all stages of designing: from the presentation of our formulas to the supply of turnkey make-up lines. Meeting all the make-up specialists is a excellent initiative we didn’t want to miss.”

With several participants representing countries from all over the world, some non-European based companies like Shya Hsin are taking advantage of this Parisian convention to further expand into the European make-up industry.

“We, Shya Hsin, are very proud to be part of this new event in Paris. It will be for us a great opportunity to show our know-how and creativity to the European make-up market,” the company spokesperson wrote.

With all the separate agendas, it is easy to lose sight of what is really at the heart of this event, something that Ecocert Greenlife has not forgotten: innovation. This green company is hoping to put environmentally friendly make-up on the radar.

“At last an event only dedicated to make-up to allow all players in the industry to meet. Among new trends, ecological and organic-certified make-up will find its place,” they say.

It might be too soon to tell if all those involved in the event will meet their goals at the convention, but the many hopefuls show that Make-Up in Paris shows extreme promise in setting up a permanent stage for a make-up industry stronghold in Paris.

“Make-Up in Paris,” says the official website, “will represent a true moment for exchanges and to recreate at the heart of Paris, the makeup universe with its profusion of colors, its inventiveness, its youthfulness.”

For more information, visit Make-Up in Paris’ official site www.makeup-in-paris.com