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Press release – MakeUp in LosAngeles – 2016 – January, 16th

IF YOU WANT TO KNOW EVERYTHING ABOUT THE NEXT MAKEUP GENERATION…

You won't be disappointed! The updated program, below, of conferences and workshops that will take place next 8 and 9 February at the Quixote Studios in West Hollywood, Los Angeles is certainly one of the most consistent Beauteam organizers have ever managed to set up since the first MakeUp in Paris in June 2010. A success due to the MakeUp Team but also and mostly to Leila Rochet-Podvin, Founder of Cosmetics Inspiration & Creation, not to mention Gérald Martines, Founder and President of IN•SIGNES and Charles-Emmanuel Gounod, President of Beautyworld Connections. Two intense days of conferences and roundtables where Brand managers,


influencers, bloggers, trend analysts, industry manufacturers will succeed one another.

Register now! It's free but there are only a few seats left!

Day 1: Wednesday February 8th

The New Influences >From California & Their Impact In Beauty

10:10am - 10:15am : Introduction "The New Influences for California & Their Impact in Beauty" Leila Rochet-Podvin, Founder of Cosmetics Inspiration & Creation will introduce the theme of the day and the 4 influences that will be the core of the topics discussed by a carousel of leading industry experts, trend agencies and leading California brands.

10:15am - 10:30am : "The success story of Anastasia Beverly Hills" KeyNote by Anastasia Soare - Founder of Anastasia Beverly Hills.

10:30am - 11:00am : Insights into Future Trends and the California Influence Conference by Sarah Jindal - Senior Innovation and Insights Analyst - Beauty & Personal Care at Mintel. An overview of upcoming trends and California Influence deciphered by Mintel.

11:10am – 11:45am : INFLUENCE #1 - The new face of retail >From physical retail to e-retail, from traditional stores to lifestyle concept stores, from direct sales to social selling strategy, new retail models dynamize the consumer experience and the way brands interact. This roundtable will be a unique opportunity to discuss these matters with experts from the West Coast. Round tables moderated by Leila Rochet-Podvin with the participation of: - Anastasia Soare - Founder of Anastasia Beverly Hills - Sinead Norenius-Raniere - Partner at The Pienza Collective and Board Member of the Bay Area Beauty Association - Jennifer Ritter - JSR Consulting

11:50am - 1:25pm : INFLUENCE #2 - Beauty at the digital age and the rise of social media The digital influence, which is irrigating the beauty sphere from its Californian epicenter, is becoming a key topic of our industry. Digital has transformed the beauty market; the way consumers get informed and interact with brands. This session will gather specialists of this field that will discuss how digital age is


changing fundamentally our industry, the power of social media and what to expect in the future.

11:50am – 12:30pm : Part 1- Conference: "The Power of Influencers and the Rise of Social Media" - Youtube - The Recipe for Success & for Inspiration" Presentation by Norah Lewin - Global Brand Lead - Beauty, Google and Charlotte van der Smeede - US Brand Lead – Beauty, Google - TribeDynamics - "The Impact of Brands in Social Media – Who Wins and What are the success factors" Presentation by Conor Begley - Co-Founder and President of Tribe Dynamics

12:40pm – 1:25pm : Part 2: Roundtable - "Beauty at the Digital Age " – What has changed & the impact for innovations Round table dedicated to California brands moderated by Leila Rochet-Podvin with the participation of: - Ingrid Jackel, CEO at Yes to - Joyce Kim, Vice President Product Development at NYX. - Kate Helfrich - Vice President Product Development at Hourglass - Samantha Cutler - Chief Product Development Officer at Stila

1:30pm – 2:30pm : "Secrets of a Master - Close up Magic - Makeup Design for Leading ladies and Men on Feature Films - How I work" Conference by Michele Burke, Make Up Artist

2:40pm – 4:00 pm : INFLUENCE #3 - The next generation, the impact for our industry Millennials, the largest generation in the USA, are reshaping the economy, the beauty industry and are particularly dynamizing the Makeup industry. With specific values, relation with femininity and specific shopping experiences, these savvy consumers that are digital natives but also beauty natives, are likely to be tempted by brands that master their way of thinking.

2:40pm – 3:10pm : Part 1 – Conference: "Gen Z and Millennials – The Implication On Femininity & Beauty" From self-addiction to environmental commitment: what are the key values bore by millennials and generation Z, that will shape the future of femininity? PeclersParis deciphers the most relevant emerging trends that will impact the beauty and make-up industry and Cosmetics Inspiration & Creation will focus on inspirational emerging brands/concepts. Presentation by Pierre Bisseuil, Future Insight Director, Peclers Paris & Leila Rochet-Podvin, Founder, Cosmetics Inspiration & Creation.

3:15 pm – 4:00pm : Part 2: Roundtable "ELC Gen Next – Opportunities for Millennials To Make Brand Contributions". Moderated by Leila Rochet-Podvin with an introduction by Jill Tomandl, VP


Product Development and Innovation, Estée Lauder Companies. "Millennials talking about Millennials" with the participation of the ELC Gen Next (Estée Lauder Companies) : - Karina Spritz, Clinique Clinique – GenNEXT Innovation Lead ELC - Kia Ragland, Smashbox - GenNEXT ELC - Noelle Kot, Glamglow - GenNEXT ELC - Vanessa Munoz, Flirt - GenNEXT ELC

4:15 pm – 5:00 pm : INFLUENCE #4 - Healthy is the new young "How the Healthy lifestyle is influencing the Beauty Industry & What's next" The rise of health conscious consumers and the quest for safety, ethical, and the "non-toxic" beauty is moving from skincare to make up. New "healthy" indie makeup brands have emerged recently; with strong lifestyle positioning, ethical thinking at the core of their mission statement, and audacious colors! California Brands are leading the way in this trend and this session will be a unique opportunity to learn more about their success paths and their Credo. Round table moderated by Leila Rochet-Podvin and Jennifer Ritter will present some of rising makeup indie brands from LA : - Katherine & Caroline Ramos, Co-Founders, Rituel de Fille - Lynda Berkowitz, CEO of Ilia Beauty - Sheena Yaitanes, Founder of Kosas Cosmeticsursda

Day 2: Thursday February 9th, 2017eruary 9th, 2017

10:15am - 11:00am : « The new influences; Changing time concepts » Conference by Antoinette van den Berg, CEO & Founder of Touché Today

11:15am - 12:15pm : Workshops Program: "Cosmetic Packaging, the Technology behind Beauty"

Workshops Part 1: The cluttered world of cosmetic packaging made simple By Gérald Martines, founder and president at IN•SIGNES

Cosmetic is a complex business but someone has to simplify it! Make up products are the combination of three inseparable elements, present in any and all product, and which must work together in close harmony to generate the expected result: the formula, the packaging and the applicator. The combination of different areas to treat (eyes, lips, nails…), each with its own specific demands, with a wealth of packaging technologies (tubes, pencils, swivel mechanisms, sprays…), not to forget a booming number of applicator types (brushes, felt-tips, flock-tips, spatulas, balls…) results in significant complexity, that brands must master in order to introduce products that meet the high expectations of ever


more educated, demanding and mobile consumers. This workshop will reveal the process for selecting the appropriate packaging for a specific application and establish a comprehensive cosmetic packaging typology: - Inventory of make-up areas - Specific constraints - The process of how to select a packaging type - Overview of the main galenic form of cosmetic formulas: lotions, serums, oils, gels, wax… - Combining make up application with pack technology: Cosmetic packaging typology

1:00pm – 1:30pm : "The Rise of Social Media and the impact on BtoB": Best practices by Albea Conference by Cecile Tuil, VP Communications, Albea

1:45pm – 2:15pm : "Current and future trends in Nail Polish" Conference by Pierre Miasnik, CEO of Fiabila where he will tackle the following topics: - differences between European and American formulas in terms of polymers and their impact on product characteristics, - 'free from' traditional formulas... more and more ingredients, - monomer-free hybrid formulas and changes in the use of these formulas in the US, - new technology (if the patent related to this technology can be filed before) - brush and formula: which consequences?

2:30pm - 5:00pm : Workshops Program: "Cosmetic Packaging, the Technology behind Beauty"

Workshops Part 2: Focus on the main, high-volume categories By Gérald Martines, founder and president at IN•SIGNES

Each type of cosmetic packaging comes with its own specific tricks and traps. This workshop will focus on mascara, lipgloss, lipstick, pencils and foundation, zoom on the basic technology at work, identify critical functions and walk through the main criteria to consider to develop an impeccably operating pack, from material compatibility issues to airtightness and more. It will also survey some significant innovations and technological trends to provide Marketing Product Managers and Packaging Engineers with a comprehensive overview. This workshop will be organized in the form of round tables by category, 30 minute each, split as follows: - 5-10 minute introduction on the category by Gerald Martines - 10-15 minute dialogue with experts from key packaging manufacturers and formulators in the category, moderated by Charles Emmanuel Gounod - 5-10 minute Q&A, moderated by Charles Emmanuel Gounod


2:30pm - 3:00pm : Mascaras Mascara is beyond dispute the cosmetic category where the interaction between the formula, the applicator and the pack plays the most critical role, and where innovations in these elements nourish each other, resulting in a sustained stream of novelties. Workshop with the participation of the following industry experts: - Adrian Hook, Vice President Sales USA, Brivaplast - Allan Yedlinsky, Sales Manager at Mascara + - Anne Rutigliano, Marketing Manager Albéa Cosmetic Rigid Packaging - Arnaud Brilland, Vice President of Sales North America at Geka GmbH - JK Hwang, President & Owner of FS Korea - Mary Ann Guarino, Vice President US of Ancorotti Cosmetics

3:00pm - 3:30pm : Lipgloss Lipgloss is the favorite lip make up category with the younger generations, because of its ease of use and an ever-increasing palette of available effects; after being a relatively low tech category for a while lipgloss has seen a sustained pace of innovation in applicators and packaging solutions lately making it a very dynamic category. Workshop with the participation of the following industry experts: - Anne Rutigliano, Marketing Manager Albéa Cosmetic Rigid Packaging - Adrian Hook, Vice President Sales USA, Brivaplast - Arnaud Brilland, Vice President of Sales North America at Geka GmbH

3:30pm – 4:00pm : Lipsticks A classical lipstick remains the flagship of any makeup lineup. Innovations in multi-benefit formulas and new gestures have lately fueled a corresponding flow of innovations in packaging solutions in order to handle the more demanding modern lipstick formulations or the new ways in which makeup brands are utilizing the good old mechanisms. Workshop with the participation of the following industry experts: - Philippe Pavageau, General Manager at Alkos Group - Sonia Cerato, Category Manager Makeup Division at Quadpack - Thomas Weckerle, CEO of Weckerle

4:00pm – 4:30pm : Pencils Pencils are a ubiquitous make up solution, which has invaded virtually all makeup applications from eyes to lips and face, not to forget the highly dynamic segment of brows. The classical wooden pencil, still a must, has evolved into a


wealth of solutions from plastic to automatic pencils opening lots of opportunities for innovative applications. Workshop with the participation of the following industry experts: - Dr. Christina Zech, Managing Director at Faber Castell Cosmetics - David Jieli, Sales Director at Ningbo Jieli Cosmetical Package - Philippe Pavageau, General Manager at Alkos Group - Valeria Piano, Sales Director Confalonieri

4:30pm – 5:00pm : Foundation Foundation is… the foundation of makeup. Few categories embrace as many applications, combining such a vast variety of formula types, each with its own requirement in terms of texture and viscosity, with a large choice of packaging solutions that must be carefully selected to properly deliver the optimal result. Workshop with the participation of the following industry experts: - Clara Roux, Products Development Marketing & Innovation at STRAND COSMETICS - Mario de Luigi, Sales & Marketing Director at B.Kolor - Sonia Cerato, Category Manager Makeup Division at Quadpack - Vonda Simon, Owner, SeaCliff Beauty Pkg & Labs / SeaCliff Beauty Private Label Cosmetics / Murray Plastic LLC

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