"Paris is about bright colours and creativity," explains show manager and co-founder Sandra Maguarian. "This is about makeup being fun."
The beauty industry is turning its attention to Paris this week as the trade show MakeUp In Paris opens in the French capital.
It is the show's second edition this year, having opened in Seoul in April. It will head to New York and Sao Paulo later in 2015.
The trend in Paris is for bold and colourful products, with an emphasis on the playful aspect of cosmetics.
"Whereas Seoul was very focused on innovation and technology, Paris is about bright colours and creativity," explains Show Manager and Co-Founder Sandra Maguarian. "This is about makeup being fun."
However, that isn't to say that the show is lacking in cutting-edge ideas -- in fact it features an installation called The Innovation Tree displaying 22 of the industry's leading products at the forefront of modernity.
Highlights include Cooling Stick Blusher by S&J International, which uses aqua technology to cool the skin as it is applied, and the Petite boite a beauté by MKTG Industry -- a re-usable cardboard holder for products such as eyeshadows, bronzers or blushers which can be refilled to minimise the waste generated by packaging.
Also featuring on the tree is Lancome's new Triangle Zone Brush, which allows users to adjust their desired foundation coverage by altering the length of the brush. Cushion Liner by Pascual Cosmetics is the latest version of the 'cushion' application trend, offering eyeliner in 'foam' form for a super sharp application.
A new generation of 'Permanent eyeliners' are also on display courtesy of German company Bomo Trendline.
This year's show features over 120 leading exhibitors within the industry and is expected to attract thousands of visitors from all over the world.
MakeUp in Paris runs through June 19. For more information see http://www.makeup-in-paris.com/
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