The smell of hair products and the sound of loud music filled the Orange County Convention Center Sunday and Monday as more than 600 beauty industry exhibitors staged elaborate demonstrations to attract the attention of attendees at the Premiere Orlando International Beauty Event. Organizers estimate more than 50,000 beauty professionals—from novices to veterans—walked the aisles of the trade show to learn about new products and techniques. Here’s a look at how exhibitors stood out from the crowd.
Pravana
Pravana brought Brig Van Osten, season-three winner of Shear Genius on Bravo, to share details of a hair-color contest the company is sponsoring this summer. Van Osten used Pravana’s products to color both the hair and the paper dresses worn by models.
Photo: Mitra Sorrells/BizBash
Supreme Hair
Supreme Hair had a small booth in the back of the exhibit hall, but it gained visibility by parading models on the show floor to demonstrate the variety of colors, textures, and styles available from its line of Prota synthetic hair.
Photo: Mitra Sorrells/BizBash
BaByliss Pro
BaByliss Pro displayed a Ferrari Formula One car to attract attention to its Volare hair dryer that is powered by an engine designed and built in cooperation with the luxury car maker.
Photo: Mitra Sorrells/BizBash
L'Anza
Lawrence Salazar, vice president of education and brand development for DavexLabs, said he was going for a “gallery loft” look at the booth for the company’s L’Anza line of hair care products. Faux-brick panels, each 8 feet tall and 10 feet wide, appeared to hold large framed prints, but the wide silver frames were part of the printing.
Photo: Mitra Sorrells/BizBash
Bio Ionic
Bio Ionic set up two hands-on stations on either side of its stage to bring a classroom concept to the show floor. As stylists demonstrated on models on the stage, attendees tried to replicate the techniques on one of the 24 mannequin heads. At the end of each session, the company selected awarded a Bio Ionic prize to one participant.
Photo: Mitra Sorrells/BizBash
TIGI
To create visibility on the crowded show floor, TIGI anchored the four corners of its large booth with 25-foot-tall triangular pillars. Each one displayed TIGI products in brightly-lit cubical cut-outs.
Photo: Mitra Sorrells/BizBash
Tressa
Tressa rewarded those who made a purchase at its booth with a chance to spin a wheel to win additional merchandise. Many exhibitors offered special pricing and other incentives to encourage attendees to make purchases.
Photo: Mitra Sorrells/BizBash
Farouk Systems
With a prime location just inside the entrance, and an elaborate, brightly lit stage, Farouk Systems had no trouble filling the 200 chairs at its exhibit. For those who couldn’t get a seat, two large screens provided a view of the action on the stage, where stylists demonstrated various techniques using the company’s Biosilk and CHI products.
Photo: Mitra Sorrells/BizBash
Aveda
While most exhibitors used their booths to demonstrate and sell products, Aveda chose to showcase the creativity of students from its Aveda Institutes. Five teams of students from around Florida designed hair and makeup on models who then posed for photos in three sets created from recycled materials. The photos will be submitted to a national competition.
Photo: Mitra Sorrells/BizBash
