Three weeks to go before the kick off of the sixth MakeUp in NewYork edition at the Center548 in Chelsea. A new edition where contacts and meetings will be top level this year thanks, among others to exceptional partnerships from which exhibitors and visitors will benefit. After MakeUp in Seoul who has the honour of being sponsored, since its inception by the Amore Pacific Group, after MakeUp in LosAngeles and the participation of Chanel Parfums et Beauté, it is now the turn of the Maybelline brand (L'Oréal Group) to be one of the sponsors of MakeUp in NewYork. One of the sponsors... since two major associations of the U.S. Beauty industry, the CEW on the one hand and the CIBS on the other, will also be there. Explanations...

The entire American Beauty industry will come together on 7 and 8 September in New York for the sixth edition of MakeUp in NewYork.

A "Special Maybelline meeting Area"!

The worldwide known brand will be present as a partner of MakeUp in NewYork by organizing a "meeting area" and also by taking part in the two-day conference programme.

The brand has decided to team up for the first time with MakeUp in NewYork trade show to share the latest cosmetic innovations and inspiration from the cosmetics industry and more particularly make-up. To note that on Sept. 7 at 11 a.m., Maybelline's senior vice president of global marketing, Trisha Ayyagari, will give a talk called "Maybelline, an American Success Story," analyzing the evolution of the cosmetics industry.

By some happy coincidence, this new edition of MakeUp in NewYork will coincide with Maybelline's move into new headquarters at 10 Hudson Yards, one of the city's trendiest addresses of the moment. Relocating from Midtown, over 1,300 L'Oréal USA employees will occupy 10 floors of the new building, spanning more than 400,000 square feet of a modern, 1.8 million-square foot tower. The new headquarters located a few hundred meters from the Center 548 where will take place MakeUp in NewYork will house the majority of L'Oréal USA's corporate functions and brand teams including Essie, Garnier, Lancôme, La Roche-Posay, L'Oréal Paris, Matrix, Maybelline, Redken and SkinCeuticals.

Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. The brand is currently the official make-up sponsor of the New York Fashion Week in New York City and of 11 other fashion weeks worldwide.

Maybelline: a great story!

A story that dates back to 1915, when Mabel Williams a young woman from Chicago, was looking for a way to improve her look. The naturally inventive young woman had the idea of mixing petroleum jelly and coal dust and applying this to her eyelashes and eyebrows. The original beauty hack! Inspired by the potential of this invention, her brother Thomas Lyle Williams founded the Maybell Laboratories, selling mascara via mail-order. In no time, Maybelline products started to sell extremely well across the United States, a craze the company addressed in the ‘30s by launching its cosmetics in stores. Maybelline was born, and its range of legendary products has grown steadily ever since.

In 1971, after a half-century of ongoing innovation, Maybelline revolutionized the cosmetics world by launching the first water-based mascara, Great Lash, in the pink-and-green tube that now has cult status. That mascara went on to become one of the best-selling beauty products of all time and a favourite among celebrities and make-up artists. Today, Maybelline New York is still a worldwide leader in the mascara category thanks to its iconic line Volum' Express. Shortly after its launch in 2010, Volum’ Express: The Falsies reached No. 1 on the list of best-selling mascaras.

Another major innovation emerged in 2004 with the launch of Dream, a range of foundation, blush, bronzer and concealers. Dream Matte Mousse, with its lightweight, airy formula, is today the No. 1 foundation in the world. In 2009, Maybelline New York again revolutionized the complexion category with the launch of its first BB cream in Asia. Since then, millions of women around the world have fallen for the unique formula of Dream Fresh BB 8 in 1.

In the lipstick category that same year, Maybelline New York debuted Color Sensational, covering a wide range of shades. With its creamy texture and bright color, the range is constantly reinventing itself, introducing bold collections in line with current trends.

The year 2009 also marked an important milestone for Maybelline. After Amsterdam, Berlin and Moscow, the brand secured the coveted title of Official Makeup Sponsor of Mercedes-Benz Fashion Week in New York. Since then, Maybelline New York has demonstrated its creativity and know-how on the catwalks, working with fashion designers to develop the next season's beauty trends. Building on the glamour and energy of New York—and on the latest cosmetic innovations and trends, from the catwalk to the street—Maybelline offers women around the world opportunities to express themselves.

Maybelline’s most recent game changers include Color Show nail polish, launched in 2012. The collection’s range of textures, colors, and cutting-edge effects, inspired by New York’s runways, enables all women to easily access the latest trends. Cutting-edge effects, inspired by New York’s runways, enable all women to easily access the latest trends. Then MNY exploded the brow category with the introductions of Brow Drama Sculpting Brow Mascara (2014) and Brow Drama Pomade Crayon (2016). These innovations continue to fuel the brand’s leadership status as the No. 1 mass brow brand worldwide. Doing so for the mascara category is Lash Sensational. Maybelline’s first full-fan-effect volume mascara has been an instant hit—the No. 1 new-mascara launch in the U.S. for 2015. And set to build on Dream’s domination of the foundation market is Fit Me Matte + Poreless, the top-selling Maybelline foundation in the U.S. for 2016. Last but not least, there’s Face Studio Master Contour (sold globally as Master Sculpt), which now ranks as the No. 1 contouring/highlighting product in the U.S. and No. 2 worldwide.

The unavoidable CEW

The "Beauty Insider Awards" recognize the most innovative beauty products of the year. The winners of the award are selected by the CEW's U.S. members and some beauty industry professionals who know beauty's best . Winners are revealed at the annual Luncheon in NYC.
The CEW which now has over 8,000 members strong defining the future of beauty is one of the other choice partners to this sixth edition of MakeUp in NewYork.

According to its organizers, the CEW is "the pre-eminent beauty organization bringing this passionate group of professionals together – at every stage of their careers, from every facet of the industry".

"We lead the conversation in beauty", they emphasise, »uncovering the insights that are propelling the industry forward, giving members a competitive advantage. CEW offers unparalleled access to industry influencers, opening doors, making connections and creating networking opportunities no one else can. CEW recognizes achievement, inspiring the next generation who will shape the future of the industry. CEW fuels the potential of all its members, cultivating thought leadership and the desire to achieve more.

By creating a forum of collaboration, idea exchange and growth, CEW helps its members and the industry as a whole take empowered next steps towards a more beautiful future. In everything we do, the CEW community is propelling the beauty industry forward".

The CIBS: at the heart of the US "Beauty" industry

Another partner of MakeUp in NewYork, The Cosmetics Industry Buyers & Suppliers (CIBS) which is a non-profit, professional organization, which encompasses the entire spectrum of the fragrance and beauty packaging industry. Based in New York City, CIBS members include professionals from the skincare, cosmetics, hair, fragrance, componentry, ingredients and manufacturing industries. Teaming up with buyers and suppliers along with publishers & retailers provides a multi-level approach to multi-generational growth for appreciating our past, experiencing our present and creating our future.

Officially created in 1948, a small group of cosmetic industry purchasing and salespeople, who were looking for “friendly surroundings” and a place to meet, held their first informal meeting on December 4, 1947.   From that humble beginning, CIBS was established.   Today, the CIBS membership community is proud to provide opportunities for thousands to meet, host and feel a part of our evolving marketplace.   We continue to encourage membership enrollment and participation.

CIBS provides members with unique social networking opportunities through our monthly meetings, which features prominent guest speakers, and our special events throughout the year. With the commitment to excellence in the industry, CIBS participates with scholarship programs, ensuring future generations of leaders. "We stand proud as a united organization, for the support of all levels and values in the growing global market of today’s beauty and lifestyle industry".

And "Long live MakeUp in NewYork!"