Recognize the change

When and how did you realize that the ban on events also affects your trade fairs and that it will probably remain in place for quite some time?

We were just closing the doors of an amazing 5^th edition of MakeUp in

LosAngeles that gathered more than 5,000 participants, when the world started facing sanitary issues and entering carefully in lockdown. We were very hopeful and waited patiently to see whether the situation was to improve or not at all. But we did what we always do: ask our valued partner - exhibitor and skincare and makeup brands - about their perception in order to define what is best for everyone. That is how we knew right away that physical shows were not the right answer at that moment. We had to postpone MakeUp in Paris to June 2021 and MakeUp in NewYork to September 2021, but we had the chance to have MakeUp in Shanghai happening last July and it was one of our best editions with 23% increase of visitors comparing 2019!

What were your main concerns at that time?

Our main concern was of course to keep everyone safe: our exhibitors, visitors and team. The role of our shows is first and foremost to help actors of the beauty industry highlight their innovations and launch new products. This can only happen in a 100% secure environment. After postponing MakeUp in Paris, we felt that the industry still needed to have brands and manufacturers in contact despite being in lockdown and unable to travel.

That is why we came up with a solution: a digital platform Beautea-Match.com designed to provide our B2B community a complete digital toolbox to enhance their business growth. Visitors have access to manufacturers and suppliers’ profiles and exhibitors have the possibility to showcase their latest innovations.

How did the communication with the exhibitors affected take place? What was their reaction?

Since we decided with them, the decision of postponing some shows and creating the platform was taken positively. You can discover many of our exhibitors on the platform Beautea- Match.com as they chose to follow us in this new business opportunity. 

Despite careful planning, what has been different and possibly presented you with challenges?

The most challenging part during the pandemic was the constant uncertainty: will everyone be safe and well, will the industries survive unscathed, will we be able to prepare our next shows, will our partners be able to conduct business? Many questions no one could answer. Thankfully, these dark times saw many new initiatives born and we have been inspired by all the quick actions and generosity toward the neediest. Our exhibitors were key actors of the worldwide momentum of solidarity; we cannot be prouder of having them as partners!

If the numbers of covid-cases remain stable, trade fairs may soon be held again in some regions. To what extent has the market changed?

As show organizers we can easilywitness big shifts in the consumers’ demands and behaviours. Movements such as clean beauty and fights for the environment have been around for a while already but it’s obvious that this worldwide pandemic accelerated the public awareness on the very important subject that is a beauty better for the people and for the planet. It reinforced our belief that all the industry players must meet to educate themselves on healthy and sustainable skincare and make-up, present their innovations on the matter and make the movement progress. That is why we are having the very first edition of Clean Beauty in London October 12 and 13 2021. Sourcing clean products, conferences, workshops: the show will help clearly define what clean beauty means to brands, the ingredients and materials to use, the ones to avoid and why.

What consequences do you draw from this situation for MakeUp in? And how do you see the future?

It was also the experience of senses that is part of a show that was painfully missed. Of course, many digital beauty projects took place during the crisis: webinars, website etc. However, seeing, touching, feeling are still how we experience with skincare and make-up products – something we can’t take out of the business beauty industry. I think we overcame so much already together and that the beauty community will continue fighting and will rise with new projects and creations. And what excites us the most is that we will be there in 2021 with you all, to help and guide the best we can and more than ever to give new energy and passion to the beauty industry afresh after these challenging times!