Professional Beauty’s show in Manchester was a success according to exhibitors and visitors. Ten of thousands of people pre-registered for tickets, entrants for the nail competition were up on last year and exhibitors seemed pleased with the number and calibre of visitors.
“We noticed a phenomenal amount of people booking training this year,” said OPI’s head of education Tara Oldham. “Usually Manchester is all about selling product but I think we are seeing a swing in people’s views on training. It may only be one bit of training but for us it is the chance to hopefully develop an ongoing relationship with nail technicians.”
This was a feeling echoed by St Tropez.
“It was great to see increased visitor numbers attending the show this year,” said Michelle Feeney, CEO of St Tropez. “The new St. Tropez Wash Off range, Cosmetic Bronzers and Christmas gifts packs were all flying off the shelves faster than we could re-stock them.”
While Dermalogica enjoyed the show's atmosphere.
"We were really impressed with the quality of the show experience for both exhibitors and visitors," said Dermalogica's events co-ordinator, Joanne Quinn. "There was a fantastic atmosphere that carried on throughout the show. Our stand was extremely busy during both days, with FaceMapping skin analysis being as popular as ever. The seminar programme was well-balanced and interesting and we loved that it brought education to the forefront by being right on the show floor."
The renewed confidence surrounding the show also attracted visitors who had previously been sceptical.
“I haven’t been to a show for years, “ said Sara Shoemark owner of Glow Beauty salons in Wrexham, Chester and soon-to-open Mold. “But I went to Manchester and enjoyed it so much I am now looking forward to London and will be spending longer there. I was impressed by it all. It was easy to walk around, the atmosphere was great.”
Steve Newbold, managing director of the Professional Beauty, shows believes the show’s success was a result of a number of factors.
“We made investments to ensure Professional Beauty Manchester was more of a destination event, including the live seminar programme and revamped nail competition. There were also improvements made to catering and facilities to make people feel more comfortable so they spend longer at the show.”
Newbold denied that this increased investment in Manchester was to placate exhibitors and visitors after charging for admittance at London saw a decrease in foot fall.
“We really want to build on the success of Manchester for London 2010. Professional visitors who pre-register will attend free of charge and we have every confidence of creating a lively, exciting and compelling show.
“All of the key brands were there and we had some excellent show offers as part of our marketing mix that enticed more people to attend and spend. There is no doubt that the investments in the look and feel of the show created a vibrant atmosphere for business, networking and education. A great day out for all and superb business opportunity for our exhibitors, which is proof that these shows are an essential part of the beauty calendar.”
