Glitter Therapy: IMATS 2010

I attended my first IMATS (International Make-up Artist Trade Show) on Sunday. I've gone to hair trade shows for the past five years while working for a hair manufacturer and spa shows as a working esthetician, but this was my first time at a show purely focused on Make-up. The energy was more colorful and exciting and fun than spa shows, with people in character make-up all around the show floor.

Manufacturers:
Most of the big manufacturers were there right up front like M.A.C and Make Up For Ever. The booths were packed from the moment I entered the show to the time I left.

Other popular booths were NYX and Dinair airbrushing.

I was more surprised by the manufacturers that I didn't see or the ones that had tiny booths where they weren't selling products (Urban Decay). Although to be fair big manufacturers like Bobbi Brown and Jane Iredale decided to be part of Naimie's booth (a large beauty supply store in Studio City). Still it made me wonder if this show is seen as more of a consumer event from the manufacturer's perspective.

The interesting thing is that I don't necessarily go to shows for great deals on products. Shows are more about seeing what the latest product news is, getting inspired by looks and other beauty professionals, and picking up a couple of items that I'm missing from my kit or my spa room. It just so happens that I can get the products on sale at the show, with the real convenience coming from the fact that they are all located in one place. And if I get a great deal that's just icing on the cake!

Trends:
Bright Colors
I saw bright colors (YEAH!) at both M.A.C., Obsessive Compulsive Cosmetics and on a model being painted at Make-up Forever. I love that color is making in-roads. I've always been a fan of wearing all black with brightly colored accent pieces and colors on your face. Right now I'm working with orange bangs and yellow that frame my face and using either purple or teal on my lids.

2in1
One manufacturer, Naked Cosmetics, was touting the fact that one pot of product could be used wet or dry, on the lids, cheeks or lips and even on nails. So I guess technically this product is a 5in1. Another manufacturer was selling "The First ever 2 in 1 oil blotting papers and bronzer".

Glitter therapy
Glitter seemed to be everywhere at the show but maybe that's just because as a glitter lover I saw it everywhere. But I did capture this sign from a manufacturer that sums up my love of Glitter: Glitter Therapy. Sparkles make me smile. Plus have you noticed that other people smile more when you've got glitter all over your face? Glitter seems to be making the move into a more controlled version as eyeliner and away from an all-over glittery mess on your lids. I did buy a glitter palette from NYX and played with it yesterday as a liner. I think I'm more into it as a shadow. I probably just need time to get used to the more subtle look, if you can call a line of glitter on your lid a more subtle look.

Education
I went to the Make Up For Ever class on Bridal make-up. The educator showed us a vision of the bride of the future, which was very inspirational but not very practical for the make-up that I'm going to be doing on my brides. Maybe I can convince at least one bride this year to go with dark plum eyebrows, bright pink lids and a dark dramatic crease. The one tip that I thought was helpful was how the educator emphasized using waterproof make-up. Even if the bride isn't crying up a storm, she's probably sweating, especially during summer weddings. Make-up down the face due to tears or sweat doesn't make for an ideal bridal moment.

There was also a beautiful bridal fashion show that Dany Sanz from Make Up For Ever created, showing bridal make-up and fashion throughout the ages. I'd love it if women started coming to me with period bridal dresses and asking for 60's inspired bridal make-up. The Make Up For Ever educator did encourage us to think of the bride as a character, and get to know her personality to help create this bridal character. It got me thinking that it might be nice to have my brides fill out a questionnaire so I can work with them to better develop their bridal character.

My two favorite brides were from the 90s and the 70s.