Wella, a division of Procter & Gamble, had one of the largest exhibits at 10,000 square feet. Eight large screens of various sizes created a backdrop for the sleek white stage, so even attendees just passing by could see the action.
BaByliss Pro dressed its models in outfits made with hundreds of balloons.
Chandelier lighting created an eye-catching accent at the Moroccan Oil booth.
To create buzz about its new color line, Keratin Complex invited guests to decorate two shirtless male models with body paint.
Most of the exhibitors played loud, high-energy music in their booths, and a few—like Redken—brought in a professional DJ.
Matrix created a photo booth where guests could have their picture printed on a mock cover of Sophisticate’s Hairstyle Guide magazine. Each participant took home a 4- by 6-inch glossy photo.
To highlight the natural qualities of its skin and nail products, Cuccio Naturalé displayed its products on three-tier circular stands to look like a farmers' market.
Crowds gathered to hear presentations from beauty industry celebrities such as Sam Villa, Redken’s education artistic director.
Product demonstrations, such as nail treatments from Dashing Diva, drew steady crowds.
Stylist Peter Coppola was a new exhibitor at the show, creating a contemporary 3,000-square-foot booth that he said was modeled after the design of his home. To celebrate the launch of his new Keratin Concept collection, Coppola held a drawing for a new Fiat 500 Pop.
Bio Ionic invited attendees to try techniques on one of 16 mannequin heads set up on either side of its stage.
Many exhibitors offered quick demonstrations of their products, while others, such as Silhouet-Tone, provided more extensive services such as 35-minute antiaging treatments.Â
