Organizers said November 16 that new beauty event Make Up in Paris will take place for the first time in June next year, hoping to compete with the world's leading beauty fairs.

"Economic development calls for an overhauling of business events as we have known them for 30 years in Europe," said the new fair's show manager, Sandra Maguarian. "Make Up in Paris will be precisely this event for the make-up industry."

Aspirations for the new fair are high: organizers want to turn Make Up in Paris into "the unmissable beauty event" for beauty professionals worldwide, not an easy task given the prominence of beauty conventions such as Cosmoprof. But Maguarian is confident that the event's approach could make all the difference.

"Because it will truly be an event, not a show in a traditional way. The chosen location and its configuration will enable the world of make-up to fully express itself.

"The various adjacent events will suit visitors' expectations, may they be brand owners, manufacturers from the sector or of course, all the professionals-to-be belonging to this universe," she explains, adding that the fair will focus on innovation, creativity and trends.

The first edition of Make Up in Paris will take place June 24-25 at the Espace Pierre Cardin. Participating brands have not yet been announced.