Organised by PBA, ISSE Long Beach continues as a leading and influential event on the West Coast.
Not only hair shows, but also nails, cosmetics, beauty, wellness, and training. At the 2014 edition there were nearly 40 thousand beauty professionals from all over the world and more than 350 international brand names. These figures indicate in increase in visitors also made possible by the online ticket purchase (and check-in), which streamlined admissions.
When it came to education, ISSE Long Beach offered more than 150 training sessions free of charge: three days of seminars dedicated to all aspects of beauty, from hair to make-up, and even skin care. The education team included such figures as: Allen Ruiz, Charlie Price, Berry Bachen and DJ Riggs, Major League Barbers, Enzo Milano and OPI. Another enormous success was the expansion of EstheticsAmerica & Wellness, with a vast area dedicated to the skin treatments and care, from massages to cosmetics.
Another important feature were the Hairstyling Competitions and Nail Competition awards, born with the objective of granting students and professionals alike more visibility, and the Major League Barber's Hot Hands Barber Brawl, dedicated to the “barbering” category. On the NAHA stage – always SRO – the participants learnt from some sector stars (and past NAHA winners) how to create a winning collection. Faatemah Ampey, Steve Elias and Maryl Velbeck were among those present.
Another innovation for 2014 was the PBA Beauty Bar. A new initiative that enabled ISSE participants to personally select 5 luxury product samples from the companies present at the show in exchange for a donation to the PBA Disaster Relief Fund. Exhibitors participating in the PBA Beauty Bar included Aveda, OPI, Orly, Repêchage, Rusk and PBA. This initiative succeeded in raising about 4000 dollars.
Save the date for ISSE 2015: 24-26 January at the Long Beach Convention Center.
Info: probeauty.org / isse
