Are new winds of change really blowing from the Californian coast in terms of makeup trends and innovations? And if so, to what extent? What is exactly the influence of the movie industry in this area? And in general, what are the influences that govern and determine current and future trends in makeup? Three themes among many others that will be thoroughly discussed on February 8 and 9 at the Quixote Studios, during MakeUp in LosAngeles.

The first conference on the first day, Wednesday, February 8 at 10:20 am, will set the scene! Join Sarah Jindal, Senior Innovation and Insights Analyst-Beauty & Personal Care at Mintel, on the theme: "Overview of Upcoming Trends and the California Influence". Sara will review of the US beauty trends with a look at how they influence the future of our industry. She will make a special focus on the specifics about the West Coast.

As a Senior Innovation & Insights Analyst at Mintel, Sarah is responsible for collaborating with key clients on special projects as well as creating content for the BPC platform, focusing on future trends, retail, and overall category insights. Sarah brings with her over 18 years of experience in marketing and product development within beauty and personal care. Starting her career working in marketing with Arch Personal Care (now part of Lonza), she moved after onto GE Silicones (now Momentive). Her most recent experience as Marketing Director at Presperse (part of the Sumitomo Group) expanded that knowledge of product development and marketing even further into a globally strategic role. Joining Mintel in 2014, Sarah brings with her a unique perspective having been client-side for so many years. With an already robust knowledge of how to analyze and apply consumer data and trends, combined with formulation and ingredient expertise, Sarah has been successful at working with clients across the spectrum from packaging suppliers all the way up to the major multinationals.

Makeup in the movie industry

Another highlight of this first morning in Los Angeles: Makeup in the movie industry. An unavoidable topic in Los Angeles, just a few steps away from Hollywood. A theme that will be closely reviewed from 01:30 pm to 02:30 pm, this same Wednesday, February 8, by Michele Burke, MakeUp Artist. For her, "designing makeup for leading ladies and men on feature films is a highly specialized field. Film presents a unique set of challenges and requires a different set of techniques when it comes to application, as well as product and tools selection. A film might follow the actor over the course of years as well as many dramatic and environmental situations. High profile actors, producers, directors as well as time and money restraints require the film makeup artist to develop a unique eye, special skills and techniques. You have to learn to "think differently" and be ready to adjust and pivot on a moments notice. Nerves of steel are required. You will work high on a wire with no net below. I have over the years evolved my own secrets, which I am going to share with you. This is how I work!"

New influences!

On Thursday, February 9, from 11:45 am 12:30 pm, another conference not to be missed, that of Antoinette van den Berg, "The Lady in Blue" from the Future-Touch Company, themed: "New Influences: Changing time concepts". Antoinette believes that, "usually future cosmetic trends, are defined by visual elements. New influences are non visual and in-material. "The Lady in Blu" will visualize in-material influences that will lead to new time concepts and shine a light on how to use the changes as a source of inspiration for product and concept development in the cosmetic industry". Antoinette van den Berg moves herself in many different industries and worlds that she interlinks in her future vision. Themes vary from immaterial consumer demands to new time concepts, from "Cool to be old" to the 3rd Gender and from 3D print to local production. Antoinette van den Berg touches the future themes that are not seen as realistic yet but close enough to be relevant for any future business. In average her forecasts are reality in 7 years.