Pasadena convection center was packed with makeup pro’s and well as makeup junkies.
The International Make-Up Artist Trade Show is the make-up world’s biggest gathering. Thousands of make-up artists, vendors and enthusiasts discuss display and collect the best the industry has to offer. Make-up pros from fashion and film (including Oscar, BAFTA and Saturn award winners) provide education and demonstrations at IMATS, and new products often debut there. IMATS also features a make-up museum and an Afterglow party, where trade-show guests can socialize.
Before IMATS, there was no trade shows specifically designed for make-up artists, although cosmetic companies had expressed a desire for such an event. In response, Make-Up Artist magazine publisher Michael Key held the first IMATS in August 1997 in Los Angeles. It allowed artists to customize what they wanted to see and it offered a diverse mix of products, demonstrations and education from industry leaders.
Like Make-Up Artist magazine, IMATS continues to educate and connect make-up artists from around the world. The show is held six times annually—in Los Angeles; New York; London; Vancouver, B.C.; Sydney; and Toronto.
Beauty keynoter Joanna Schlip is a fashion-industry veteran whose work spans runway to red carpet to major brand campaigns. Christina Applegate, Eva Longoria and Laura Linney are among her celebrity clients; she has done print for H&M and Victoria’s Secret and commercials for CoverGirl and L’Oréal. Her work has appeared in Vogue and on the runways for Chanel and Versace.
Face Off contestants will share their experiences on the show; additional panel discussions include top L.A. agents talking about professional representation and movie make-up artists discussing RED film technologies. Stila Cosmetics, meanwhile, stages its popular runway make-up show. And as always, make-up companies will unveil new products and tools and offer discounts at the show.
A make-up effects room is returning to Exhibit Hall Two. There you’ll find industry leaders doing live demos, plus movie and TV creations in the Make-up Museum. That hall will also be home to the Battle of the Brushes student make-up competition, where international make-up students race to create winning looks. This year’s new beauty-category theme is The Elements; the character-category theme is Oz.
Sited from www.imats.net