In the wake of the success of MakeUp in Paris and numerous demands from exhibitors, BEAUTEAM -the organizers- decided to duplicate the winning concept in New York. Because of its size, the US market is highly attractive. Compared to the parcelling of the European market, it can be considered as the biggest unified market in the world. Due to the high concentration of beauty companies in the area, New York is the best place for suppliers to display and promote their products ... MakeUp in NewYork is a true laboratory of innovations, with animations, demonstrations, debates, and of course with its very trendy exhibitors booth. (...)

The three strong points of MakeUp in New York 2011 :

- The exhibitors' unanimity reflected itself in the figures. High profile visitors with a very high proportion of Research and Development Managers coming from both the "formulation" and "packaging" departments of major U.S. brands from the Beauty sector, including of course, the specificity of the MakeUp in NewYork concept which attracts a large number of visitors from marketing teams.

- Mission completed! Visitors came from every corner of America. MakeUp in NewYork not only managed to attract management teams from brands with operational headquarters located in New York City and in its area but also the ones which were sometimes located much further, especially from Central and Western America.

- MakeUp in NewYork, a trade show dedicated to brands! The proportion of brand owners was quite impressive during the two days of MakeUp in NewYork. Figures speak for themselves. Quality was the one expected! An efficient and very lively upscale event!