HBSA EXHIBITIONS SUB-COMMITTEE REPORT

 

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America’s Beauty Show / HairWorld, Chicago

1st – 3rd March 2008

 

‘The Beauty Event of the Decade’… is a huge sweeping statement to make prior to a hair and beauty show; however, it seems to sum-up the overall positive impression of this event. As a newcomer to the hair and beauty industry, it is difficult to estimate whether or not it is ‘the beauty event of the decade’, but it was certainly a show not to be missed!   

 

The 2008 OMC HairWorld Championships of Beauty were held in conjunction with America’s Beauty Show (traditionally the Chicago Midwest Beauty Show). This added a unique and exciting element to the typical hair and beauty shows that can be seen across the country year on year. The additional benefit of the event taking place in one main hall and re-located this year to McCormick Place in Downtown Chicago meant that it was ‘A Great Convenient Location’ for both visitors and exhibitors alike.

 

The OMC HairWorld Championship Arena was buzzing with various senior and junior contests in hair, nails, make-up and fashion along with electric stage presentations. The thrilling three-day competitive event, which took place from Saturday until Monday, drew in more than 1,000 competitors and teams representing more than 50 countries worldwide.

 

The lively and bustling atmosphere surrounding the HairWorld competitions had a ‘ripple’ effect throughout the entire hair and beauty show, with many exhibitors commenting on the creative hair styles and artistic body art. It also provided a sense of imagination and inspiration amongst the young, eager students that visited the show.

        

 

 

The professional hairdressers, barbers and students that were attending the event were not left disappointed, as the educational aspect was invaluable. America’s Beauty Show had the finest educators in the hair and beauty industry on showcase, including Martin Parsons, Nick Arrojo and Michael O’Rourke. Attendees were able to learn new skills through comprehensive, career-building classes, which they can take back to their salon.    

 

Education played a major role on the American Crew stand. Throughout the three-day event, there were many stage demonstrations being held, as well as catwalk shows that combined fashion with the latest hair trends. As can be seen below, the huge presence of American Crew was evident by the size of their stand.

 

 

An exhibitor that seemed to attract a lot of attention was ‘Esuchen’ with their creative hairstyles and dramatic oriental costumes. Their wet hair care products were on offer during the show, with free samples being distributed by the models below.

 

 

From an exhibitor’s point of view, one aspect of America’s Beauty Show / HairWorld was the major presence and impact of Sally Hair and Beauty. This was evident from the sea of large red ‘Sally’ bags that could be seen throughout the main hall of McCormick Place. Almost every visitor that left the show each evening was seen carrying a ‘Sally’ bag, which demonstrates the enormity and popularity of Sally Hair and Beauty at this type of show.

 

Overall, America’s Beauty Show in conjunction with HairWorld was a very impressive event. Although, the OMC HairWorld Championships were the main highlight of the show, most exhibitors really made an effort with their stands, which added to the benefits of taking part or attending this particular event. 

(Claire Waters, Denman International)