Produced by Cosmetologists Chicago, America's Beauty Show filled McCormick Place West with everything from curling irons to hair extensions. From Saturday through Monday, 45,000 salon professionals roamed 400 booths offering fashion shows, product demos, and novelties like stilt walkers and cotton candy served by a shirtless male model. Here's a look at how brands such as Tigi and Moroccan Oil attracted guests on the packed show floor.
Photo: Jenny Berg/BizBash
America's Beauty Show at McCormick Place West
Among the 400 exhibitors at this year's show were recognizable brands like Tigi, Moroccan Oil, and Opi.
Photo: Jenny Berg/BizBash
America's Beauty Show at McCormick Place West
Asymmetrical purple fixtures crowned the entrance to the show floor.
Photo: Jenny Berg/BizBash
Product Demonstrations at America's Beauty Show
In nearly every booth, stylists demonstrated cutting and styling techniques, using headset microphones to narrate their work for an attentive crowd of industry pros.
Photo: Jenny Berg/BizBash
Moroccan Oil at America's Beauty Show
Moroccan Oil sold its products at a steep discount and had a bustling central area full of eager shoppers. At the back of the booth, white lanterns against a crisp turquoise backdrop played off the brand's heritage and packaging.
Photo: Jenny Berg/BizBash
Farouk Systems at America's Beauty Show
Farouk Systems, the official hair-care sponsor of the Miss Universe Organization, hosted a fashion show with models in red, pageant-style gowns. Flanking the models, stylists gave intricate up-dos using the company's products. Leila Lopes, Miss Universe 2011, was also at the show to greet and pose with fans and promote the product.
Photo: Jenny Berg/BizBash
Enzo Milano at America's Beauty Show
The display area for Enzo Milano curling irons had brightly colored pillars and, in case those didn't catch attendees' eyes, stilt walkers in branded pants and shirtless actors in top hats. Guests posed for photos with the carnival-style entertainers.
Photo: Jenny Berg/BizBash
Snappies Candy Colored Hair at America's Beauty Show
Snappies Candy Colored Hair, a line of colored hair extensions, had a booth with a similarly carnival-like atmosphere. Striped awnings covered the retail area.
Photo: Jenny Berg/BizBash
Snappies Candy Colored Hair at America's Beauty Show
Off to the side in Snappies' booth, a male model served cones of baby blue treats from an on-site cotton-candy maker. The activation drew a line of giggly women, eager to have their photos snapped with the abnormally muscular server.
Photo: Jenny Berg/BizBash
Viviscal Professional at America's Beauty Show
A rep for hair-loss supplement Viviscal Professional drew attendees in closer to check out her feathery, unique ensemble.
Photo: Jenny Berg/BizBash
Medusa's Make-Up at America's Beauty Show
Though hair-care products were the show's primary focus, makeup companies also had a presence. Medusa's Make-Up, an edgy cosmetics company based in Chicago, used hot pink display cases to showcase its eye glitters, lip glosses, and more.
Photo: Jenny Berg/BizBash
Tigi at America's Beauty Show
Tigi used the show to promote its new Candy Fixations styling products, which include marshmallow-scented hair texturizer and "Sugar Dust" hair powder. The brand's display area had a runway for hair fashion shows. At the foot of the runway, a colorful bicycle and a bouquet of Pinwheels underscored a childlike, candy-colored atmosphere inspired by the products.
Photo: Jenny Berg/BizBash
Tigi at America's Beauty Show
Tigi also had one of the tallest booths on the trade show floor. The multistory structure had glowing product display cases and flat-screen TVs that showcased styling demonstrations.
Photo: Jenny Berg/BizBash
Face & Body Spa Conference and Expo at McCormick Place West
The show is co-located with the Face & Body Spa Conference and Expo. Across the hall from America's Beauty Show, the significantly quieter show floor displayed products such as massage tables and face masks.
Photo: Jenny Berg/BizBash
