Jamie Matusow, Editor-in-Chief06.15.17
Much of the content of Day 2’s sessions at MakeUp in LosAngeles (February 8-9, 2017) was devoted to cosmetic packaging—specifically the necessary—and “inseparable”—interaction between product, package and applicator. Specific categories tackled were Mascara, Lipgloss, Lipsticks, Pencils and Foundation. Each topic was discussed by a panel of speakers from suppliers that specialized in the particular category.
Preceding these workshops, on Thursday morning, Gérald Martines, founder and president of IN.SIGNES briefed show attendees on how to make the "right packaging choice," via a general
101-type packaging course.
He emphasized that makeup products are the combination of the three integral elements, mentioned above—and went through the logical steps in which decisions have to be made to achieve the ultimate combo. Martines told the audience: “It’s a jungle out there—there are so many choices.”
The steps included: Defining the Makeup Arena, with 11 zones to treat; 4 types of bulk; and 9 applicator technologies.
To create a makeup produc
Preceding these workshops, on Thursday morning, Gérald Martines, founder and president of IN.SIGNES briefed show attendees on how to make the "right packaging choice," via a general
101-type packaging course.
He emphasized that makeup products are the combination of the three integral elements, mentioned above—and went through the logical steps in which decisions have to be made to achieve the ultimate combo. Martines told the audience: “It’s a jungle out there—there are so many choices.”
The steps included: Defining the Makeup Arena, with 11 zones to treat; 4 types of bulk; and 9 applicator technologies.
To create a makeup produc
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