Jacklyn Mendoza
Didn’t get to attend this year’s America’s Beauty Show? No worries! BARBinc’s Lead Editor Jackie has you covered with all the must see pictures and exclusive details from behind the scenes!
American’s Beauty Show (ABS) was held at McCormick Place West from March 21st – March 23rd. Being a native New Yorker, I found the weather to be surprisingly warm for ABS’s opening day; but apparently the warm weather was just hint to the series of adventures I would have over the course of the weekend.
Stepping onto the showroom floor, I was completely in awe at the exceptional craftmanship and beauty of so many of the exhibitor spaces. From Moroccan Oil with what seemed to be a 10 foot branded wall and with crisp white storage cabinets filled to the rim with product to Paul Mitchell’s Marula Oil with its cozy smokey black enclosed room, glam tufted couches, and a gold painted tree. Each distinct space felt like you entered into a new world full of color, luxury and a new experience awaiting you.
Students and professionals alike took advantage of the steep discounts many of the vendors offered over the course of the 3-day expo. With a vast selection of vendors targeting salons, barbers, nail techs, spas, massage and MUA’s – I often witnessed many ABS attendees loading full suitcases around full of merchandise.
The availability of merchandize was merely a small part of the attraction to ABS, as it was also a place of education with the majority of exhibitors creating an open platform space where leading educators gave full demonstrations on perfecting an array of techniques. Students and professionals were able to ask questions, trade ideas, while gaining in-depth knowledge on the specific of many products on site.
But what’s really great about any beauty show… it’s all about the hair! Big brands showed out with extravagant head pieces adorned by beautiful models; while vivid color reigned on, just as the spring season settled upon Chicago. The renewal of spring also brought out fierce competition where students and professionals where able to demonstrate their talents and creative genius at competition’s like Major League Barber’s “Crazy Hands” barbering competition; where winners not only won a trophy but an array of Andis products as well.
The BARBinc team certainly had an amazing time at this year’s America’s Beauty Show and we can’t wait to attend next year!
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