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INTERVIEW

54 EDITIONS OF

MAKE-UP SHOWS

ACROSS ALL DESTINATIONS

INTERVIEW WITH SANDRA MAGUARIAN, CO-FOUNDER OF MAKEUP IN AND

ASMAA CHERRAF-BONNEVILLE, NEWLY APPOINTED DIRECTOR OF THE MAKEUP IN TRADE SHOWS

across all destinations. Reaching this milestone is a
testament to the vitality and importance of the event
within the beauty industry. Now, on the eve of the 55th
edition worldwide, I am delighted to hand over the torch
to Asmaa. She is just as passionate about this industry
as I am, and I am confident that the legacy we’ve built
will continue to flourish under her leadership.

EXPORT MAGAZINE: Asmaa, you are now the new
Director of the MakeUp in trade shows. From what I
understand, both the events industry and the world
of cosmetics are already quite familiar to you.
ASMAA CHERRAF-BONNEVILLE: That’s correct.
I actually began my career by organizing a cosmetics
trade show in Paris, and for many years I continued to
develop my expertise within the exhibition and events
industry. What I missed, though, was the beauty sector
itself. That’s why, when this opportunity arose, I didn’t
SANDRA MAGUARIAN, hesitate for a second. It felt like the perfect moment to
return to cosmetics, to bring together my professional
CO-FOUNDER OF MAKEUP IN experience with my passion, and to dedicate it all to
such inspiring events as MakeUp in.

EXPORT MAGAZINE: MakeUp in NewYork has just
closed its doors. What’s your overall assessment of
this year’s edition?
SANDRA MAGUARIAN: It was truly an excellent
edition, one that really highlighted innovation in every
possible form—new product formats, application
gestures, transformable materials, sensorial textures,
and dazzling colors. Every booth had something
inspiring to discover. This year marked the 14 edition
th
of MakeUp in NewYork, and the 54 MakeUp in show
th
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