On 11 and 12 August, the spa and beauty industry’s decision makers, owners, managers and professionals made their way to the Sydney Convention and Exhibition Centre to discover two days of non stop spa and beauty with the biggest brands, latest products and launches, super education and free inspiration at the 2012 Sydney International Spa & Beauty Expo. Attendance numbers were up on last year’s, proving the industry’s commitment to constantly improve, develop and grow their success – here are the highlights from this year’s massive show…
The expo’s inaugural Business Leaders Summit proved to be the driving force of the industry, bringing together separated factions Spa, Beauty and Medi in a congregated force. The full day conference commenced in the Bayside Gallery of the Convention Centre with a morning tea as summit host, Narelle Hooper, Editor of Boss Magazine, welcomed attendees. Futurist Mike Walsh, CEO of Tomorrow, took to the stage to set the scene for the day; a world where everything is changing and traditional industries are being turned upside down and re-invented. Walsh posed the questions – are you ready for the new consumer? How will you thrive in this new environment? What are you really waiting for? He finished his speech with “the future is now” – an impacting statement to kick start real thinking and get the futurist thoughts flowing.
Futurist Mike Walsh speaking at Business Leaders Summit
Spa Vision brought the future of spa design to Sydney! The brand new installation in Hall 1 represented the idea that the future of the industry is about creating a unique experience for the client through interior design themes as well as through transcending treatments. Sponsored by Comfortel, Spa Vision showcased the 4 Senses lounger; taking sound, scent, light, colour and vibration therapies to the next level, Mani / Pedi Station; 1950s Inspired Mirror and Salt Bed. Visitors touched, felt and interacted with the four spa themed interior designs that sat on the corners of the Platinum Lounge. Platinum Hour at 3pm on Saturday brought together VIPs from Salons and Spas for networking over champagne and canapés and informal presentations by Kirien Withers and industry business leader Jane McKellar.
Busy expo floor
Liz Kelsh’s Spring/Summer Makeup Trend kicked off on the main stage as the first celeb artist demo for the weekend. Liz emphasised that your looks should be fresh and evolving but make sure your makeup has a particular purpose, “everything should be put on for a reason, not just out of habit,” she says. “Think about why you are using the product! People end up wearing the same makeup for years because it’s just part of their routine.” Take note: leave skin to react to foundation to see how much powder your skin requires.
Liz Kelsh demonstrating her Spring/Summer look on the main stage
Megan Armfield, Senior Makeup Artist for BECCA Cosmetics, created the ‘Balearic Love Look’ on the main stage, a signature look from the brand – classic day makeup that can easily be turned into a night look. Megan used cult products including the Beach Tint, Balearic Love Pallet and Opal Shimmering Skin Perfector to create this gorgeous look.
At the Catwalk Parades Gypsy Swim saw gorgeous bikinis and cut-out one pieces in bright prints and block colours with fringe or ruffle finishes and metallic accessories; Sweet As Candy played up pastels and floral bright prints in soft separates paired with structured pieces; and Twilight showcased a monotone collection with a luxe look twist. Vixen Nails, Inika Makeup, The Australasian College (hair) and Norvell (tanning) created the on-trend looks for the Catwalk Parades.
Crowd favourite, Rae Morris held her sold out Express Makeup Creative Seminar on Saturday morning. Offering tips and tricks on the correct techniques, the best tools and how to create looks in half the time were all on the agenda for the session. One of Rae’s fave products? Gel eyeliner!
Jazz Pampling brought vibrancy and energy to her two packed out sessions on eyebrow shaping over the weekend. The expo education star highlighted that you need to educate your client on how to care for and shape their own brows, “teach them like a puzzle” Jazz says, “tell them to pencil in before tweezing so that they can clearly see the shape”.
Jazz Pampling's Eyebrow Shaping workshop
Heather Porter’s business seminar, Insight into Social Media explained how to incorporate simple mechanics on social media channels like Facebook, to drive new customers and repeat visits. Heather also gave emphasis to showing off your skills as a professional, such as before and after shots of a colour job in order to “position yourself as an expert on what you do”.
The Face2Face Makeup Awards had an amazing start in the Film & Fantasy Category with Vanessa Puglisi winning the Film Fantasy Category, with Dina Fujimoto taking out Runner Up for her Memoirs of a Geisha inspired look, fusing Cambodian and Japanese cultures. Judith Walker won the Film Fantasy Special Effects Category with her ‘All Dolled Up’ vampire doll creation, with Carla McKeever taking Runner Up place. In the Fantasy Runway ‘The Oscars’ Category, Vivienne Tran took the win, with Carla McKeever Runner Up. Karla MacMang’s stunning work in The Modern Bride Category placed first with Runner Up Felicia Ta not far behind. The highlight new category Beauty Editorial was won by Vivienne Tran, who receives an experience of a lifetime, assisting Rae Morris at Fashion Week.
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Vivienne Tran's winning editorial look
The Manifest Nail Awards was quite an astonishing sight to see, with the nail station a busy hub the whole weekend. International guest judge Sam Biddle and Awards Coordinator Tracey Boyle were extremely impressed with the calibre of talent this year across all categories. Winners of the weekend include Partrice Cross – first place Manicure, Julie Dovolis – first place Gel Polish and Overall Manicure Champion. Photographic Natural Nails ‘The Oscars’ was a brand new category this year, with Lance Hazlett taking the Masters win with Kelly Biggins placing first in both the Photographic Nail Art ‘The Oscars’ and Tips & Overlays. Sayoko Shizu was the winner for Masters in both the Flat Nail Art and 3D Nail Art for her London themed entries. Melanie Crowe won Fantasy Runway Nails while Yukari Ichihashi won the open Tips & Overlays and took out the Overall Open Champion. Sarah Ison – first place Masters in both Embedded Nail Art and Sculptured Nails categories, taking out the Overall Masters Champion Trophy.
Executive Hour kicked off day two before the expo doors even opened. Salon owners and managers enjoyed breakfast and refreshments at the champagne lounge as they mingled with exhibitors before a big day ahead. A new highlight on the floor was exhibitor category, Medi Spa, shedding light on brands in this specific sector of the industry. Bioeffect was a stand out in the area, bringing their Icelandic anti-ageing skincare phenomenon to the expo.
Live demonstrations on the expo floor
Other Spa exhibitors to mention include True Solutions – their stand was buzzing non-stop all weekend and their Goddess Lounge treatments were booked out completely. The Inskin Cosmedics stand brought special guest, Ian Lirenman, Founder and Owner of EmerginC Scientific Organics, from the U.S. to be at the expo – he answered questions on the background behind the brand, and told of his belief in organics that are scientifically effective. Organic Spa Skincare celebrated their 5th Birthday this year after launching at the 2007 expo where the brand was the first to represent organics at the show. The Organic Stage offered short exhibitor speaker sessions throughout the weekend, giving visitors a taste of what they had to offer, as well as presentations from organic and wellness experts including ‘The Beauty Chef’ Carla Oates.
In Hall 3, the NYX Cosmetics stand was buzzing throughout the weekend with hot offers across their range. Distributor Glam Cosmetics says the brand has been “gaining momentum in the Australian market” and decided to have a dedicated stand at the expo this year to keep up with the demand! There was a constant flow of traffic at the AMR Hair & Beauty Supplies stand and also Eyesential who offered free instant eyelifts.
Mark it in your diaries and be part of Australia’s largest spa and beauty event as it returns in 2013 on the 24 & 25 August. This year’s Sydney International Spa & Beauty Expo exceeded expectations and cemented itself as the pivotal event to look forward to every year for all salon, spa owners, industry professionals and entrepreneurs. See you in 2013!
Visit www.internationalbeautyexpo.com.au to find out more.