MakeUp in World

2025 February, 12 & 13

LA Convention Center

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The radical behavioral differences between luxury and mainstream branding

MakeUp in LosAngeles 2020

A semiotic analysis will identify luxury’s two great obsessions during MakeUp in LosAngeles and discuss the resulting approaches and themes that characterize luxury brands. It will define a clear approach to building luxury brands: starting with brand world and experiences, distilled down to packaging. A close analysis, packed with examples will explore the differences in strategy and design behavior, visual and verbal language.

The MakeUp in LosAngeles team is looking forward to welcoming you February 11&12, 2020 at the Los Angeles Convention Center for an amazing 5th edition!

Tess gets to the point quick. A natural problem solver she trades in originality, clarity and logic, delivering bold imaginative thinking. As Strategy Partner at Here she is dedicated to creating ideas with real cultural presence.

For many years she was the major force behind Pearlfisher strategy offer as strategy director in both New York and London and then as EVP, while there she worked with a huge spectrum of brands from really big ones like Target, ABC, Disney, Starbucks, Coca-Cola, ABSOLUT, National Geographic, Unilever to movers and shakers like Blue Bottle coffee, Apartment Therapy, Legit Organics and Help Remedies.


Although originally planning to be a clown, her belief that good culture matters especially in business finally led to a career in branding and an ongoing commitment to creating authentic cultural experiences.