Sydney Beauty Expo reports another successful year

The 2009 Sydney International Spa & Beauty Expo has closed with an overall positive response from visitors and exhibitors.

Event organisers, Reed Exhibitions reports that the expo’s “green” focus was reflected not only in the prevailing natural, carbon-neutral and organic themes, but also in the sense of “a blossoming of the green shoots of renewed business and consumer confidence after a challenging twelve months following the Global Financial Crisis”.

Clive Smith, Managing Director (Australia) Payot Paris, said: “There is a feeling of optimism this year, whereas last year there was a degree of uncertainty. This year people aren’t just window shopping, they’re looking to expand their business and searching for new ideas.”

Along with the growing, ever-popular mineral makeup and sunless tanning exhibitors, there was evidence that men’s grooming products are at last gaining a foothold in the marketplace. Relative newcomers such Mr. Essentials and Billy Jealousy showcased their ranges, as did VitaMan.

Matt Williams, of VitaMan, speculated that there might be a bit more on offer for blokes at the expo in future years. “Men’s grooming is taking off, all the big players, have jumped into the men’s skincare market in the few years,” he said.

The Concept Spa that formed the centrepiece of the expo explored the idea that true beauty is as much a product of living a healthy, environmentally-friendly lifestyle as cosmetics and treatments.

Food philosopher Sherry Strong gave hourly talks on the healing and revitalising effects of eating natural, unprocessed organic food, and plentiful juice and fruit samples were available to visitors courtesy of Vitality 4 Life.

Elsewhere in the Concept Spa, visitors sampled purified water and the Byron Bay Tea Company’s healthy brews. Owner, Sarita Merlo, said: “I’m a naturopath and I’ve blended the teas according to health themes. The ingredients are predominantly organic or wildcrafted. ‘Calming’ is a big seller.”

Makeup artist Rae Morris’ sold-out workshops were well received. One attendee, Carmel, from Make Up Art by Carmel, commented: “I love Rae Morris. I think she’s inspirational. My top tip learned today was how to get yourself out there, how to make a difference in the business, I have been doing this for 15 years, doing TV commercials and stuff but the things I learned today were invaluable, absolutely invaluable.”

Natasha Severino’s celebrity makeup demonstration (pictured above) similarly drew crowds to the main stage.

The seminars offered everything from the founder of Nudie Juice, Tim Pethick, giving his thoughts on building your brand, to Mentor Management’s Sharyn Raiti explaining how to leverage excellent customer care into extra revenue.

The workshops held by Elly Lukas College of Beauty proved popular yet again.

Fiona Patterson, of Natural Beauty Clinic, attended the hot stone massage workshop. She said: “[It] was fabulous! It’s great to learn hands-on techniques in a friendly environment. The workshop was delivered in an easy to understand, manner – the teacher was excellent. Very worthwhile, I highly recommend it.”

The Nail Awards featured a seasonally appropriate Winter Wonderland themed event along with the other highly regarded categories such as French Twist.

The Makeup Awards had a Broadway musical-inspired theme on Saturday and Classical Bridal on Sunday.

Saturday’s event saw up and coming makeup artists designing looks drawn from the likes of The Lion King, The Little Mermaid and Cabaret.

In the end, the award was taken out by Chaiyot Suangsri with his magnificently ornate Priscilla, Queen of the Desert creation (pictured left).

Runner-up was Christine Nguyen, with her Little Mermaid look (pictured below right).

Makeup Awards winners also featured on Channel Nine’s Mornings with Kerri-Anne yesterday, Wednesday, August 12.

Exhibition Director, Lauren Ebbeck, was delighted at the buzz of excitement at this year’s event.

“It’s been really busy! We’ve had sold-out Elly Lukas workshops, sold-out Rae Morris, the vibe has been great, the exhibitors are happy and the feedback we’ve been getting from visitors has been incredible,” she said. 

Look out for more information on the new look SALONMELBOURNE scheduled for April 17 and 18, 2010.

This event takes the place of the annual Melbourne International Beauty Expo and is set to become Victoria’s premier hair and beauty trade event.

Go to for more details.

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