Beauty Expo Melbourne’s recent rebranding to Beauty Melbourne is proving a major success with more than 80 percent of floor space already booked out for the March 23-24 event.

Event director Cory Watson said more than 200 brands, big and small alike, are returning to the event to gain exposure to an “unmatched local audience of beauty professionals”.

“Data from Beauty Melbourne’s 2018 event shows more than 50 percent of attendees were owners or managers and 75 percent were decision makers for their business, a key consideration for many brands in choosing to exhibit in 2019,” she said.

Brands already signed for the event include Murad,  Payot, Dermalogica, Crown Brush, The Global Beauty Group, Timely, EyEnvy, Universal Medical Aesthetics, Lycon Cosmetics and Browqueen.

Murad stand at Beauty Expo Melbourne in 2018

However Cory stresses that brands aren’t the only ones set to benefit from the new-look event.

“We have introduced a host of new features for 2019 to keep visitors engaged,” she said.

The new features include:

All-Access Education Pass
Visitors will be able to purchase an All-Access Education Pass to 18 Look ‘n’ Learn education sessions over the weekend for $175 early bird/$189 full-price (including entry into the expo). Educators include Dermalogica educator Lisa Paone, cosmetic tattoo guru Gordana Poljak, social media expert Heather Porter, nutritional skin specialist Chiza Westcarr, clean beauty industry leader Cindy Lüken, brow henna specialist Jodie Burwood, bridal makeup artist Martha Mok, and dermal scientist Jennifer Byrne.

Dermalogica stand at Beauty Expo Melbourne in 2018

Advice Hub
A selection of experts will be available for complimentary one-on-one consultations with visitors seeking advice for their businesses.

In-depth learning
A series of workshops for visitors wanting hands-on education. Topics covered include microblading, social-media, henna brows, bridal makeup, basic makeup artistry skills, and lash techniques.

Following on from the success of its Proudly Australian and Proudly Natural initiatives, which highlight local brands and those exhibitors with products featuring natural ingredients, Beauty Melbourne has introduced ‘New Launch’ signs on the stands of brands which have launched a product in the six months leading up to the event or are launching a product at the expo. The signifier will also appear on the Beauty Melbourne Event Guide and website exhibitor directory.

Beauty Melbourne will be held at the Melbourne Convention and Exhibition Centre (MCEC) from March 23-24.

Payot stand at Beauty Expo Melbourne in 2018