Melbourne was buzzing over the weekend, with Beauty Expo Melbourne and Hair Expo POP UP (not to mention the first week of AFL and the Grand Prix) ensuring the Victorian capital stood out as Australia’s cultural epicentre. The inaugural Hair Expo POP UP debuted as an event dedicated to the hair industry and its many creative, business, product and education innovations – for any salon member, there was nowhere else to be.
Housed alongside Beauty Expo Melbourne, in its own separate area, the event was defined by a myriad of stands showcasing the latest in hairdressing products. Brands such as American Crew, Dessata Detangling Brush, Balmain Hair Couture, Big Towel Company, Excellent Edges, Lorna Evans Education, Janeke, Mizutani Scissors, Oolaboo, Uniq One, Trichovedic and Y.S. Park Professional presented tools, products and education initiatives, while companies like Timely and Zing Salon Coaching presented their unique business and software technology.
As the hundreds of patrons explored the packed floor (especially on Sunday, when hairdressers were let out of salons to peruse), the primary feature of the space was the Main Stage, filled with a myriad of fascinating shows helmed by some of the best in the business. Avant Garde hair, men’s cuts, international trends, red carpet looks and more were presented by Kobi Bokshish, Uros Mikic, Lorna Evans, Lizzie Liros, American Crew, The Wieselmann Artistic Team and Kings Domain as they took to the stage throughout the two day event. Seats remained filled throughout each day as attendees sat down (and stood, once seats ran out) to learn about looks across the spectrum.
In the education rooms and auditoriums of the Melbourne Convention and Exhibition Centre, just up the stairs from the main floor, two education platforms were being conducted – delineated into business acumen or creative intel. For business, educators such as Lisa Conway, Estelle Oliveri, Justin Herald and Kate Engler taught hair and beauty salon owners vital tools such as PR prowess, business growth, motivating and keeping your salon staff and more.
In the creative sessions, Caterina Di Biase, Kobi Bokshish, Uros Mikic, Joey Scandizzo and Marie Uva styled, cut and coloured on stage – showcasing a range of relevant salon and editorial skills for stylists looking to better themselves artistically (and learn from the top tier).
Next door, at Beauty Expo, big name makeup and skin brands such as Napoelon Perdis, Elizabeth Arden PRO, Dermalogica and Payot kept the attention of beauty enthusiasts, selling products at impressive rates and forecasting the newest product and beauty trends. The space was anchored by a four-square beauty hub, with each quadrant (makeup, nails, anti-ageing and grooming) housing a stage and an impressive array of speakers (celebrity makeup artist Rae Morris was something of a headliner). Nearby the circular Skincare Sanctuary, contained everything any slashie hairdresser (with a dual or supplementary skincare business) would need to know about skincare, spa and beyond in 2017.
INSTYLE (with sister magazines Professional Beauty and Spa + Clinic) was planted firmly on the fence with a stand between Beauty Expo and Hair Expo POP UP, right next to the Hair Expo Main Stage. We were there greeting stylists and salon owners, selling specially-priced subscriptions, attending seminars and giving away the chance for your salon to win a $4000 video package. You can still go in with the chance to win, simply sign up to our newsletter (or, if you’ve already signed up, have your staff and co-workers sign up for a greater chance for your salon to win) by April 30. More information on this huge salon opportunity can be found here.
Aside from the shopping and seminars, attendees celebrated the event at its official Welcome Party, held at Sky Bar 28, (fittingly) 28 floors above the ground, with a spectacular view of Melbourne’s very busy city life.
In all, it was something of a hair and beauty haven, providing the best Melbourne has to offer in the expo space and giving hair and beauty their side-by-side necessary focuses. Attendees left (probably) lugging giant bags of hair and makeup products, also a little wiser and with so many new creative and business ideas to try. That’s the best things about events such as Hair Expo POP UP – they don’t let us stay stagnant. Stepping through those doors provided hundreds in the salon space that all-important opportunity for growth.
For more information visit hairexpoaustralia.com/pop-up