Arousing emotional responses to packaging and products through tactile elements seemed to be a carefully crafted strategy for many exhibitors at this year’s MakeUp in Paris (MUP), held at the Carrousel du Louvre on June 14 and 15. Of course, walking along the picturesque Seine and around the Louvre to the MUP entrance among ancient statuary relics had already ignited the participants’ senses. Expectations for the show grew even higher as the long admissions queue progressed.