The Makeup Artist Trade Show (IMATS) returned to Sydney for its third show in Australia. Bigger and better than before, world-class makeup artists showcased international makeup trends with a fantastic program of demonstrations and presentations which wowed visitors.
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IMATS is held six times annually and is the makeup world’s biggest gathering. Thousands of makeup artists, vendors and enthusiasts discuss, display and collect the best the industry has to offer at each show. The most successful show yet in Sydney, 3,000 people came through the doors, including 80 of the top Australian beauty bloggers.
Held on September 24-25 at Sydney Convention Centre, Darling Harbour, international guest and keynote speaker Napoleon Perdis shared the latest trends and backstage techniques with show visitors. Perdis is a backstage regular at New York and Australian Fashion Weeks and runs six Napoleon Perdis Makeup Academies in Australia and one in Los Angeles. In addition to Perdis’ address, the Napoleon Perdis Creative and Makeup Academy teams lead makeup demonstrations throughout the weekend. Rae Morris, the makeup director of Australia’s Fashion Week, a four-time winner of Australia’s Makeup Artist of the Year award and the author of Makeup: The Ultimate Guide attended the show on both days to give talks on her new brush range, featuring top application tips, and Smoky Eye Secrets.
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Other show highlights included an inspiring presentation from Tami Lane, who won an Oscar for The Chronicles of Narnia: The Lion, the Witch and the Wardrobe, worked on the Lord of the Rings films and is currently the prosthetics supervisor on Peter Jackson’s The Hobbit. In addition, American editorial artist Donna Mee discussed mastering beauty for close-up print work in her talk, and Elessa Jayde of Pursebuzz.com shared her mixing your own makeup tips in her presentation.
One show-stopping event was the fantasy beauty student competition. Students raced against the clock to create tribal and mythological make-up looks for the chance to win lucrative prizes. Wade-William Ambler won first place, Ashlea Cooney won second place and Judith Joan (ACMUSE) won third place. The award was presented by the exceptionally talented M.A.C. Senior Artist Nicole Thompson who also gave a colourful presentation with the M.A.C. Pro Body Art Team.
IMATS also featured educational seminars hosted by M.A.C. and Royal & Langnickel Brush, and booths with more than 100 international vendors, including cosmetic giant Inglot and returning favorites Royal & Langnickel Brush, SMiiNK, Naked Cosmetics, Make Up For Ever and Serge Louis Alvarez. LimeLily Cosmetics, the brainchild of artist Nicola Richards, exhibited for the first time at IMATS to showcase their environmentally friendly, paraben-free line. Other new exhibitors this year included Illamasqua, M.A.C., TK’s Lashes, Ardell Lashes and Napoleon Perdis, each launching new products and demonstrating techniques.
IMATS provided the perfect opportunity for up-and-coming and professional makeup artists to learn about the latest products on the market, stock their kits and meet other creative enthusiasts. With inspirational talks from makeup veterans such as Rae Morris, it also provided an opportunity to learn new makeup applications and techniques. After its third year in Sydney, IMATS has become synonymous with fashion-forward make-up trends; it’s a must-attend gathering of film and fashion leaders.
Visit www.imats.net for further information.