Industry Responds to ISSE Concept of Creating a Professionally Focused Total
Beauty Event
Phoenix, AZ (February 1, 2012) – The 2012 International Salon & Spa Expo Long
Beach (ISSE Long Beach) re-affirmed its
position as the West Coast’s biggest and best total beauty event as an energetic
crowd of over 40,000 beauty professionals
(up slightly from 2011) from around the world attended the show. Produced by the
Professional Beauty Association (PBA),
the ISSE concept has evolved beyond the traditional “hair show” to a complete
beauty event relating to hair, nails, cosmetics,
esthetics, wellness, massage, and advanced education.
Known as the launching place for new beauty products and services, ISSE Long
Beach featured a sold-out expo floor,
consisting of more than 400 leading beauty brands. Ranging from international
beauty leaders that included BaBylissPRO,
Clairol Professional, CND, Moroccan Oil, Orly, Repêchage, RUSK, TIGI, and Wahl
to indie trend-setters such as Body Up
Pro, Hair Flairs, Rock Your Hair, and Young Nails; ISSE Long Beach always has a
diverse exhibitor base, and 2012 was no
exception. On-site sales and reservations for 2013 exhibit space were also very
strong as exhibitors did not want to miss out.
ISSE Long Beach also featured more than 183 complimentary educational
opportunities that were included as part of the
ISSE Long Beach ticket. The NAHA Stage, which featured many past NAHA winners
such as Damien Carney, Steve Elias,
Jake Thompson, and Charlie Price, was continually at room capacity. Beauty
professionals wanted to learn first-hand from
these individuals on how to conceptualize and create a winning NAHA entry.
Many of the same features that make ISSE Long Beach a success will also be
incorporated into ISSE Midwest. The ISSE
Midwest show, which runs November 4 – 5, 2012 in the Chicagoland area, will now
serve as the industry’s much needed and
requested Fall/holiday show.
ISSE Long Beach 2012 Show Highlights
Expansion of the EstheticsAmerica & Wellness Pavilion: ISSE Long Beach 2012 saw
the expansion of its increasingly
popular EstheticsAmerica & Wellness Pavilion, which provides a dedicated
environment for skin care, cosmetics, massage,
wellness and the latest in treatments and education for these rapidly expanding
segments of the beauty industry. CIDESCO
USA education was also offered and continues to be a desirable option for many
esthetic professionals looking to continue
their education. PBA aims to continue the growth of the pavilion for the 2013
show with even more esthetic brands and
classes.
New Hair Competitions Were A Success: For 2012, ISSE Long Beach offered its
first hair competitions. Hosted by Mark
Goodman, immediate past President of PBA’s Beauty Professional/NCA section, and
open to students and licensed
professionals, the hair competitions allowed individuals to show off their
skills and win cash and career prestige. For the
licensed professional (senior) division, the competitions served as tryouts for
the OMC HairWorld USA team for 2012. The
members of Team USA will be selected and announced within the next few weeks.
While honors were given to the top seven
in each category, the winners included:
- Fashion on Long Hair – Day Style: Edda Coscioni
- Fashion on Long Hair – Evening Style: Edda Coscioni
- Technical – Creative: Svitlana Vechera
- Technical – Hair by Night: Svitlana Vechera
- Student – Bridal: Erdenesuvd Jargalsaikhan
- Student – Fantasy Inspired by Nature: Jeanne Collado
- Student – Ladies Trend Cut, Color, and Style: Katey Browne
Nail Competitions Bring Out New and Seasoned Entrants: The ISSE Long Beach nail
competitions, sponsored by
NailPro Magazine, featured an array of new and seasoned entrants. Winners were
awarded cash and prizes depending on
placements. Winners include:
- Fantasy Nail Art | Theme: Couture | Category: Novice – Adriana Riveros
- Fantasy Nail Art | Theme: Couture | Category: Veteran – Lakia Lewis
- 3-D Nail Art | Theme: When Pigs Fly | Category: Novice – Shannon McCown
- 3-D Nail Art | Theme: When Pigs Fly | Category: Veteran – Viv Simmonds
- Hand Painted Nail Art | Theme: Parrots | Category: Novice – Kazuyo Yamamoto
- Hand Painted Nail Art | Theme: Parrots | Category: Veteran – Pisut Massong
- Sculptured Nail Art | Theme: Stiletto | Category: Novice – Ai Kawasaki
- Sculptured Nail Art | Theme: Stiletto | Category: Veteran – Trang Nguyen
- Salon Success | Theme: n/a | Category: Novice – Ai Kawasaki
- Salon Success | Theme: n/a | Category: Veteran – Mayumi Hase
- Soak Off Gel Nail Art | Theme: Party Time | Category: Non-Divisional – Yoko
Kino - Soak Off Gel Manicure | Theme: n/a | Category: Non-Divisional – Amy Becker
- New Perfect Match | Theme: n/a | Category: Non-Divisional – Trang Nguyen &
Emeese Koppany
NAHA Stage Experiences Capacity Crowds: The North American Hairstyling Awards
(NAHA) continues to be the
industry’s premier photographic hairstyling competition and awards ceremony. The
ISSE Long Beach NAHA Stage featured
past NAHA winners and multi-category finalists in an intimate setting where
attendees learned up close and personal from
some of the industry’s biggest stars on how to take a winning NAHA collection
from concept through submission. Presenters
included Damien Carney, Tony Ricci, John Simpson, Jake Thompson, Charlie Price,
The Teals featuring Steve Elias, and
others. Every class was completely full or very close due to overwhelming
demand.
Awards for Top Booths Spark Competition: Many companies launched new and/or
expanded booths. From layout and
signage updates to complete makeovers, firms invested in their image. Launched
in 2011, ISSE Long Beach awards top
honors for booths, which come with free advertisements in pre and onsite
materials for the 2013 show. Winning booths at
ISSE Long Beach 2012 include:
- Best Island/Peninsula Booth: TIGI
- Best Large Linear Booth: Doll hair care
- Best Linear Booth: Trestles Hair Extensions
Revamped Stage Concepts: Focused on continually evolving to meet the needs of
the industry, ISSE Long Beach
revamped some of its stage concepts and streamlined offerings to help attendees
better access presentations and maximize
their time at the show. Center Stage (formerly International Fashion Theater)
and Stage Right (formerly Technical Theater)
were again popular with attendees and featured top creative teams and educators
from across the industry.
ISSE Long Beach and ISSE Midwest (November 4 – 5, 2012) are open to licensed
salon/spa professionals, cosmetology
students and instructors only. To maintain a professional atmosphere, attendees
must present proof of license and a valid
photo ID. For additional information on ISSE Long Beach and ISSE Midwest, please
visit probeauty.org/iss
ISSE MIDWEST MOVES TO FALL 2012
November 4 – 5, 2012 | Donald E. Stephens Convention Center | Rosemont, IL
probeauty.org/issemw
Responding to the requests of multiple beauty manufacturers, distributors, salon
owners
and hairstylists for a show option in the Chicago market during the Fall/holiday
season,
ISSE Midwest will move from Spring to Fall for 2012. ISSE Midwest will deliver
the same
level of professionalism, quality education, leading exhibitors, industry
celebrations and
large industry attendance that have become the industry standard at PBA’s family
of
events. ISSE Midwest will be held at the industry favorite Donald E. Stephens
Convention
Center in Rosemont, Illinois – just a short distance from downtown Chicago and
O’Hare
International Airport
