The coundown to the Sydney International Spa & Beauty Expo began for beauty media last Tuesday, when they were invited to a pre-expo event at the beautiful FiftyFour Park St Day Spa. Media mingled with expo artists and contributors over morning tea and a little bit of pampering.
Room with a view
Guests were welcomed down the stairs at FiftyFour Park St Day Spa, to a gorgeous space overlooking the spa’s brilliant underground pool. Media enjoyed a morning tea of macaroons, cupcakes and champagne as they mingled in the beautiful surrounds.
Julia Erben, event director of the expo (11 & 12 August), opened the event by welcoming guests and thanking them for their ongoing support, “as some of our greatest supporters we wanted to celebrate with you, and give you the opportunity for individual conversations with our artists and contributors”.
Erben then went on to explain the background of the expo, which offers the biggest spa and beauty event in Australia with all the latest products, treatments and equipment from the nation’s largest gathering of suppliers – with an expected 10,000 professionals to visit over the two days.
Guests enjoyed mini-manis
Some expo representatives were also in attendance. Mia Cassin, media manager of True Solutions, represented the exhibitors on show at the expo; Melinda O’Rourke, director of MO Luxury, represented the Business Leaders Summit as one of its key speakers; Megan Armfield, senior makeup artist at Becca Cosmetics is one of the expo’s main stage stars; Jazz Pampling, has two brow shaping seminars at the expo and nail competition coordinator Tracy Boyle, who will bring her international nail industry expertise to this year’s awards.
Julia invited Mia Cassin to speak about the diversity of current consumer demands and how different products can help spas cater to this. “Savvy spas are on the forefront of business by using certain brands that show they are industry leaders, not followers,” said Cassin, before stating that the expo is a proven success for them, “It changes our business by getting us to our clients.”
Melinda O’Rouke, with a background as country manager of Prada and Chanel, was then invited to speak about creating true value, making a focus on differentiating yourself through your customer service and how this is a universal challenge.
Brow shaping with Jazz
Guests and media enjoyed a morning of pampering with a buff and polish and arm massages from the FiftyFour Park St Spa staff using True Solutions product, eye brow shaping and advice from Jazz, makeup touch-ups and tips with Megan and a gel nail polish demo with Tracey Boyle competition entrant Julie Dovolis.
Don’t miss the Sydney expo next Saturday 11 and Sunday 12 August. Register for the industry’s most pivotal event at www.internationalbeautyexpo.com.au