Beauty Expo Australia, the national industry event for beauty professionals, has wrapped its 2017 edition today with 7,651 visits through the doors over the course of the weekend – a 21 per cent increase from 2016. The event’s return to its Darling Harbour home at the new International Convention Centre Sydney (ICC) proved a hit with exhibitors and visitors alike, as evidenced by a 45 per cent increase in floor space from the 2016 event to accommodate more industry-leading brands.
Australia’s biggest weekend of skincare, cosmetics, nails, medi, wellness, and spa provides an opportunity for beauty professionals to check out the latest innovations in beauty, network with their peers and other industry professionals, and learn the latest in beauty education from top-tier industry leaders who attend Expo from around the globe and across the country. “We’re elated by the industry’s response to Beauty Expo Australia’s return to Darling Harbour this year”, said Julia Erben, Event Director for Beauty Expo Australia. “Not only did we have an incredible reception from our exhibitors, but our visitors have signalled that Beauty Expo has once again quenched their thirst for independent education and direct access to the latest innovations from the world of beauty.”
The introduction of themed Education Passes this year saw more visitors taking advantage of Beauty Expo’s curated educational program, comprised of 40 classes and workshops dedicated to skills in makeup artistry, dermal therapy, grooming, nails, and business. Non-stop demonstrations on The HUB stages, the heart of the show floor, meant that there was no shortage of inspiration and trends for visitors to soak up and implement back in the salon “I think it’s absolutely fantastic that there’s a full weekend of education to learn about new technology and product ingredients”, said Aesthetic Practitioner, Sarah Hudson, who held two education sessions at Beauty Expo Australia on Saturday. “I think this is one of the only weekends that allows you to better understand the devices you’re not using… so you can better understand the technology that your clients are using on their skin. I think embracing Beauty Expo’s education makes you a better practitioner”, concluded Sarah. A 60 per cent increase in skincare exhibitors from 2016 demonstrated the growing prominence of the skincare sector within the beauty industry.
Leading brands like Dermalogica, Pevonia, Pelactiv, PAYOT Paris, Murad, Sothys, and Ultraceuticals had a strong presence at the Expo, with Murad using the event to further extend its recently launched presence in the Australian market. “The show has been amazing – Murad only launched at the beginning of this year, so as much exposure as we can get is absolutely vital for us”, said David Whyte, Murad’s Asia-Pacific Global Educator. “We’ve invested in this particular spot [on the show floor] for Expo this year and it’s worked extremely well… We’ve had a lot of people come through and in terms of leads, for us, it’s been amazing.
It’s all about getting exposure in the Australian market, getting our name out there, and making sure people understand who Murad is… Beauty Expo has allowed us to really articulate that – which is fantastic – and to articulate that personally, face to face, with aestheticians, spa owners, therapists, and journalists”, concluded David.
The show’s international appeal saw four Pacific Island beauty companies exhibiting at Beauty Expo Australia 2017, including Nama of Fiji, MaxtoneHaus from Papua New Guinea, Island Rose Dream from Tonga, and Natural Fiji. Other international showcases included products from countries such as South Africa and Thailand – both known for their strong spa industries. Two new initiatives by Beauty Expo Australia highlighted brands and products on the show floor that were Proudly Australian and Proudly Natural, spurred by a growing consumer trend toward purchasing products that contain natural ingredients, as well as a desire to support local brands with Australian-made products. “The response from our visitors and exhibitors to our initiatives was wonderful and really underlines how important trends in natural and Australian-made products are becoming in the beauty industry”, commented Julia Erben. “Our exhibitors loved that there was a visual signifier of their alignment with these values, and it made seeking out natural and locally-made products a really gratifying experience for our visitors”, concluded Julia.
Other highlights from the weekend included the return of the Face2Face Makeup Awards and Nailympia competition, celebrating extraordinary talent in makeup and nail artistry, respectively. The awards provide a global platform for Australian makeup artists and nail technicians and the opportunity to propel their careers to the next level. Beauty Expo Australia will return to Darling Harbour in 2018 from 25-26 August. Victorian beauty professionals can mark 24-25 March 2018 in their calendars for the return of Beauty Expo Melbourne to the Melbourne Convention and Exhibition Centre (MCEC). Beauty Expo Melbourne, a boutique event for the Victorian beauty industry, followed Salon Melbourne in 2017 as the premier professional beauty event in Victoria.