INTERVIEW
The cosmetics industry never gives up! Interview with Sandra Maguarian, Co-founder and Director of the MakeUp in™ brand, an international reference for tradeshows, specialized in makeup and skincare sector. Full of optimism, Sandra takes stock of the field and announces new shows EXPORT MAGAZINE: Each year, these events bring together thousands of visitors and BtoB exhibitors around the world. Unfortunately, since 2020 the shows are on hold, how are you handling it? Sandra Maguarian: The events sector has been on hold for over a year. Nevertheless, MakeUp in Shanghai was able to take place last July in the midst of the pandemic and observed a growth of more than 20% for the number of visitors, what a paradox! This unprecedented situation revealed the creative potential of my entire team. In just two months, they were able to set up the interactive platform BeauteaMatch.com which allowed us to keep in touch with the community. In addition, we are incredibly lucky to be in a group (INFOPRO-DIGITAL) which, thanks to the diversity of its portfolio, has been able to support us
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and keep our jobs for the benefit of an entire industry. I remain convinced that physical shows are the best business providers for beauty suppliers. EM: What is the program for the coming months for MakeUp in™? SM: The second semester concentrates all of our exhibitions usually spread over a year. MakeUp in Shanghai will be held on July 7 and 8, MakeUp in New York on September 22 and 23, Clean Beauty in London on October 12 and 13 and MakeUp in Paris on October 20 and 21. We’ll end the year with the amazing MakeUp in Los Angeles on December 9 and 10. It’s a lot of preparatory work but there will be new things in terms of animation with new works and conviviality spaces, digital communication etc.
