The 2014 America's Beauty Show, which lasted 3 days with tight schedules, was held at the McCormick Center in Chicago from March 22, 2014 to March 24, 2014. This show was crowded with all walks of life that are engaged in the beauty industry, beautician and beauty school students, and turn out successful. Moreover, the show was fancy and colorful enough to make a word, recession, sounds not realistic. American Beauty Show started at the year of 1912, with name of Chicago Hairdressers & Wigmakers Association of Unite States and has grown into world leading beauty show for the last 100 years. From now on, let's leave to the scene of festival where various programs and rich events were.
A grand show, more than 400 companies participated.
A large number of companies and manufactures involved in beauty supply business participated in the 2014 America's Beauty Show. Their products, such as a variety of hair styling appliances, hair and nail care products, various combs, scissors, hair cutter and clipper for a hairdresser, were displayed and filled up the 470,000 sf of exhibition hall.
Booths open door wide to welcome visitors,
As soon as entering the show site, all sorts of splendid and dazzling booths have attracted attention. The show site was lined with so many fresh ideas pleasing to see, such as a variety of events per each booth, eye-catching costumes and makeup, special lighting and display.
Showcases introduced a wide range of products and service for all races including Black people.
Each participating company uses a variety of methods to attract customers. Particularly, a showcase, which demonstrated a cosmetic procedure to visitors, was overcrowded with lookers and people who wanted to receive demonstration for them. FHI Heat, Helen of Troy, Seven and Company, Andis, Jarden consumer and JB Cosmetics caught popularity.
Korean business companies that seize an opportunity in the Whites' market
It was hard not to be surprised to see that show site explored so many Korean companies that heatedly attracted customers alongside with powerful large companies. Some of these companies were Korean companies launched in the United States and some were participating in directly from Korea. While watching the visitors who flocked into the Korean companies' booths to find stylish display and innovative products, it was apprehended, at a glance, that Koreans are successfully strengthening their positions in the world's beauty market.
Showcase exhibited many products that are familiar to beauty supplier owners as well.
Besides, there were so many companies whose name were familiar to business owners - Moroccan Oil, Wahl,NYX, OPI, Oster, Agadir, CND, and Conair. They presented a fierce competition to promote their products during the show. Examining the booths of these companies closely, it was noticed that they are the products being sold in more expensive price at the Whites' market. Interpretation of this is, in another word, that beauty supply retailers are enough to appeal to Whites or other ethnic groups.
Three days of tight schedule, filled with various classes and seminars
Various seminars and Continuing Education Classes for beautician were tightly scheduled for 3 days, from 9 a.m. to 5 p.m. It was a great opportunity for visitors to taste the desired classes and seminars, and to earn new knowledge and experience through them. Some classes and seminars were so popular since their speakers were famous stylists that they closed registration earlier than they expected. There was a happening that people who did not pre-register protested since they were not able to participate in those classes.
Beauty Supply Business, whose main customers are Black women, half of the 13% of the total U.S population. Now is the time that you need to exploit a new market with a broader perspective and a new vision rather than passively sitting in the saturated narrow market, and waiting for an economic recovery.
The management staff of this show said that "American Beauty Show is not the concept of soliciting but attracting buyers into the show ", and “It is not a one-time event but an event that last long with full of feature", he said.
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