For as long as Beauty Expo Australia has run, Professional Beauty has been on the frontline to report on the must-know industry brands and trends. For established and emerging brands alike, this weekend provides numerous opportunities to capture the attention of salon owners and media outlets like Professional Beauty. Here are five ways you can be sure your brand will stand out and attract salon leads this Beauty Expo weekend:
1. Distinguish Your Unique Selling Point
Those operating in the beauty and aesthetic industries are always on the hunt for something new or unique to delight their clients with. Once you’ve established your brand’s Unique Selling Point (USP) – i.e., what your brand does differently to your competitors – be sure to shout it from the rooftops. Salon owners will often attend Beauty Expo with an agenda in mind, looking for a specific product type, ingredient, device offering, or service. Ensure visibility of your USP at the event so your brand becomes front-of-mind long after the event has concluded.
2. Invite Your Team’s Best
It can be frustrating for interested salon owners and the media to visit a stand, only to find those present are stuck for answers to our niggling questions. Host your brand’s Founder or Head of Brand for a more personalised visitor experience. BDMs and educators are also great to have on hand to provide details on products, protocols, and salon onboarding processes (as well as accrue and attract salon leads!). And for the media, getting to know the names and faces behind a brand provides an added sense of expertise and credibility.
3. Maximise Your Marketing Materials
A busy stand is exciting, and can pique the interests of passers-by. Ensure leads aren’t lost while your team is occupied. Have business cards, product catalogues, and FAQ slips within easy reach of interested salon owners and media. Sometimes making eye contact and sharing a smile with onlookers will get your brand remembered, even if you don’t have time to spare between meetings.
4. Take Time Out to Get Educated and Connected
Do as the attendees do, and grab yourself a front row seat to any of Beauty Expo’s educational streams. Drop by Face2Face, the Lash-V Championships, or the Business Lounge to connect with like-minded professionals. These spaces provide an ideal opportunity to better understand what salon owners are looking for, and include talks that are directly in line with topics media outlets like Professional Beauty are eager to cover.
5. Establish Your Media Moments
Whether you set up a media wall, activation, live demo, or livestream, be sure to capitalise on the micro moments that make your visit or stand special. There’s no limit to how much social media content can be generated in a single weekend. Think ‘meet the team’ videos, humerous short clips, pre-recorded interviews with salon stockists, or simple ‘day in the life’ feeds. Tag Professional Beauty’s Instagram account @pro_beauty_aus to get re-posted. And remember to plan content that can be utilised across multiple mediums in the lead up to the next Beauty Expo!
Don’t forget to collect your FREE copy of Professional Beauty’s Issue 03 2025 – our Beauty Expo Special Edition – at the Expo’s entrance!
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