The clock struck 11 a.m. and thousands of beauty professionals "stormed the gates" of America's Beauty Show hurrying towards their favorite products and educators teaching on the showfloor. Like always, America's Beauty Show is all about education. There are more than 50 Cosmetologist Chicago sponsored classes for CEH and more than 120 manufacturer sponsored classes in the Product Knowledge College. More than 2,000 students are expected to visit the show for the Student Assembly this upcoming Monday.
America's Beauty Show is the place where beauty professionals go for new product knowledge and styling/coloring/cutting education. While walking around the showfloor it was difficult not to get drawn in by some of the platform artists presentations.
One booth that had it all was Bio Ionic. Models glittered in blue sequins as Bio Ionic platform artists worked their hair magic. One demonstrated Bio Ionic's new detachable brush heads (launching in April). Simply roll the brush into the hair, press a button on the brush, clip the barrel and wa-la! The barrel stays in the hair creating luxurious volume after you take it out! After the platform artists demonstrated how to attach the barrels onto the head, they used their PowerLight Pro-Dryer (both light and quiet) to set the barrels. The cool thing is they turn from white to blue (blue being ready to take out of the hair)!
Schwarzkopf Professional showcased some of their predicted trends for the season, one was called "Sport's Junkie," a style that fits someone who wants fashionable hair but also wants to be able to style it quickly.
Then, there was the Texture Pavilion! Today featured Hair Rules, Jessicurl, Use Me, Curly Hair Solutions and Universal Beauty. Each of these brands have set up a booth where you can see smaller demonstrations of them using their products on models. It was a hit! At the beginning of the show, Anthony Dickey from Hair Rules stressed to the audience the importance of texture education. "Women are coming out of the woodwork wanting to explore their natural texture," he says. "There's nothing like being able to work with every single type of hair texture. It makes you the 'go-to' person."
If you didn't stop by the Texuture Pavilion today, make sure you stop by tomorrow for more curly education. Farouk will be doing Miss Universe's hair at 10 a.m. (autographs at Modern Salon Media's Booth #299) at 10:30 a.m., and Use Me, ARROJO, Jessicurl, Jane Carter, TIGI and Hair Rules will take the stage. The Texture Pavilion is located at Booth #233.
Agadir had platform artists next to their booth showing off their leave-in treatment to passerby. The product claims to eliminate frizz in one application. Simply apply the argan oil to the hair and flatiron. You can even put two drops of this product in with your bleach application or permanent hair color.
J Beverly Hills were "all about the updos" today. They particularly showed how to create an updo using their Strong Hold Gel--it calms flyaways and leaves a sleek finish.
After a long day of product shopping and show gazing, beauty professionals, celebrity stylists, Cosmetologist Chicago members, Modern Salon Media staff and more gathered for the BeautyBASH in the foyer outside of The Runway. The BeautyBASH celebrated Cosmetologist Chicago's (CC) 100 Years of Beauty and Pivot Point International's 50 Years of Education. The event not only tributed both of these prestigous organizations, but they also featured a fashion show that showcased the hit looks through the past 100 years.
As for tomorrow, it's going to be a jam-packed day. The Runway at ABS will feature Beth Minardi, Surface's Wayne Grund, Nick Arrojo, Farouk/Miss Universe, Angelo Seminara, P&G Salon Professional, Vidal Sasson Academy/Mark Hayes, and Goldwell/KMS. Stay tuned to MODERN for the LIVE updates and photos.
Stay tuned tomorrow morning when we will be posting all of the photos from the BeautyBASH! And, exclusive interviews of celebrity stylists from the Texture Pavilion and the show floor!