makeup, seoul, cosmeticsOnly 60 days to go before the very first edition of MakeUp in Seoul opens its doors for two days (on next 13 and 14 March) at the Conrad Seoul Hotel. A first, which will take place in a particularly dynamic economic background for the entire Asian Beauty industry. 

Within a few years, demand from Asian countries for cosmetics has exploded. So much so that of the 430 billion dollars or so estimated by experts concerning the global cosmetic market, Asia accounts for more than 60 billion, well above the figure recorded for the U.S. and slightly higher than the one recorded for Europe. To note that the skincare and make-up markets are the ones taking the lion’s share, with respectively 27% and 20% of the cake.

And Korea, specifically, is considered one of Asia’s most dynamic countries in these two market segments. MakeUp in Seoul is undoubtedly opening its doors in Asia at the right time and the right place. This is the opinion of Mr Enrico Colombo, Sales manager of GI Picco’s: “Sure of the great work of the organizers, we will be there to show our newest”. Same opinion of Mr Lee Kyungsoo, Chairman of Cosmax: “MakeUp in Seoul will provide you with a precious opportunity to get along with the newest trends.  nd the only dream of Cosmax is to become your privileged partner”. This is also the opinion of Steve Kim, Sales & Exports Sales Manager at Pum Tech: “MakeUp in Seoul can be a good chance to see the latest in cosmetic trends and innovations not only in Seoul but also in Asian countries and the show can be a great and new business opportunity for the cosmetic industry in Asia following MakeUp in Paris and MakeUp in NewYork”. 

Two days of debates in tune with the latest news in the industry

Of course most of the conferences and round tables at MakeUp in Seoul will be hinged on this Asian and Korean momentum. But many other topics will also be addressed. For example there is a lot of talk these days about the Asian influence on Western beauty (routine, gestures, product concept…), but can we also speak of a Western influence on Asian beauty?

Korea is a country also known for the development of cosmetic surgery. This is also partly from this country that came the famous BB Cream, a typical example of the merger between make-up and skincare products. But with the development of corrective surgery, more products are being developed. Furthermore, the aging of populations is accelerating the consumption of products helping to preserve one’s health. We cannot ignore the development of anti-aging products. How will be their impact in make-up?

7 conferences – 19 speakers

March, 13 , 2014

10:00 am to 11:00 am:

Ten years of experience in measuring cosmetics brands equity in Europe, America and Asia: Which lessons for make-up brands? With the participation of Mr Philippe Jourdan, Promise Consulting.

Paris, Seoul, Makeup, CosmeticsPromise Consulting Inc. is an international consulting and market research institute that helps brands to measure and enhance their marketing ROI. The firm has worked for more than 10 years in the luxury and cosmetics markets, for both manufacturers and selective retailers. Their innovative approach – Monitoring Brand Assets – is based on a specific model based on 18 brand indicators grouped into 5 families (awareness, image, differenciation, sales and  buzz). Their approach (composed of a data collection, a market research report and a sofware simulation tool to define actionable marketing plans) has been used to survey more than 250 brand in 30 differents countries. They are well-known specialists of the beauty market (perfume, skincare and makeup) and the top luxury fashion market (shoes, handbags, ready-to-wear, jewellery, watches, etc.). Philippe JOURDAN presents during this conference the lessons that can be removed from 10 years of international studies in the field of cosmetics and especially makeup. 

11:15 am to 12:15 pm:

Make-up and Skin-Care, an increasingly less marked border. Where are the new developments going to? Two sectors currently have the upper hand, that of skin-care and that of make-up… And more and more these two markets overlap. One being essential to the other to allow for a proper make-up application, the other, getting increasingly closer to face care values of the first one. Round table with the participation of six companies coming from the brands and from the suppliers. With the participation of Mr Damien Dufresne & Mrs Florence Bernardin, moderators. Mr.Mario De Luigi, B.Kolomakeup & skincare; Mrs Lee Eunim, Amore Pacific; Mr. Kwon Ki-hyun, Cosmecca Korea; Mrs Florence Lefeuvre, Groupe Alkos; Mr  John Youn , Kolmar Korea.

02:15pm to 03:15 pm:

Parisian make-up style oscillates between identity assertion and fashion spirit. The conference by Mrs Helene Capgras, head of Beauty & luxury trends in Martine Leherpeur Conseil will analyse what is constitutive and influential in the parisian approach to make up, from catwalks to major players and street styles, the key looks, products and trends to understand modern french beauty and where it is headed.

03:30 pm to 04:30 pm:

Make-up and applicators, a sophisticated interactivity which can transform Make-up ! Whether for make-up products for the face, lips, eyes, demand continues to grow in terms of packaging innovation and, ever more, in terms of applicators. Is this commitment to innovation always justified? With the participation of Mr Jean-Louis Matthiez, moderator, and Mrs Kim Euh, Hwa Sung Cosmetics; Mr Jerôme de Prémare, Geka Brushes; Mrs Ivonne Kohen, United Brands and Marketing; Mr Gerald Oehlhorn, Oekabeauty; Mr J.K. Hwang, FS Korea.


March, 14 , 2014 10:00 am to 11:00 am:

Autumn/Winter 2014 Key Runway Make-Up Trends Adapting the season’s main runway trends into product implications for the Asian consumers. The team of Beautystreams idendify and decipher the latest Autumn/Winter 2014 runway trends into product implications. Discover which colors, textures, and stylingconcepts are best suited for the Asian market. Beautystreams is the leading online trend source for the beauty and packaging industries. They provide in-depth forecasts and reporting for the world’s key global companies. 11:15 am to 12:15 pm:

How to successfully protect its intellectual property? With the participation of Mr François Klein & Mr Matthieu Bourgeois, Lawyers, KGA Avocats – Paris.  02:15 pm to 03:30 pm:

Make-up trends in Europe versus AsiaDifferent expectation, different application, and different results for an always more natural and beautiful woman. With the participation of Florence Bernardin



Publié par Philippe Jourdan

Philippe Jourdan, HEC, professeur des universités. J'ai fondé en 2000 avec Valérie Jourdan le premier panel d'Internautes français dédiés aux études marketing en ligne. Depuis, notre équipe reste fidèle à notre engagement initial : renforcer le lien entre les belles marques et leurs clients, partout dans le Monde.

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