ISSE Shines

Yet another successful show for 2017 at the International Salon and Spa Expo, an event dubbed ISSE by those who attended in record numbers. Over 35,000 salon and spa professionals gathered in Long Beach, California on the last weekend in January for the three-day, pro-only event.

Produced by the Professional Beauty Association (PBA), ISSE served up a venue equivalent to a master class on a grand scale with a mission to educate and inspire. A series of exhibits, competitions, demonstrations, stage shows, and targeted classroom education provided the opportunity for beauty professionals to not only witness the latest trends but to fine-tune or even showcase their skills.

Top companies from all aspects of beauty, including new bands and established favorites for hair, skin and nails exhibited both on the main Promenade floor and spilled over into the Pavilion, which featured a more intimate environment for the Esthetics America & Wellness exhibition.

Major players such as Takara Belmont, Redken, Matrix, and Rusk and a host of emerging and boutique brands unveiled new products and services, demonstrated various techniques and brought brand awareness and product knowledge to the masses. 

There was also no shortage of creativity when it came to the exhibits. Best Booth Awards were proudly presented to Alizar Pomade for the Best Linear Booth, JOIFUL for the Best Island/Peninsula Booth, and Moehair USA Inc., for the Best Island Booth. 

Quality education dominated the show with classes ranging from all aspects of hair color to men’s grooming, with an emphasis on popular specialties including braiding, makeup and balayage techniques. With a 25% growth in attendance from the year prior, many of the paid classes were even sold out.

Center stage presentations from top industry names such as Nick Arrojo, Martin Parsons, Mark Hayes from Sassoon Academy, Traci Sakosits, and Richie Rivera packed the house for a series of informational yet inspirational shows.

The always-popular Chrystofer Benson and Tabatha Coffey wowed the audience with a stunning new collection and Charlie Price, two-time North American Hairstyling Awards Hairstylist of the Year winner, showcased unique long hair creations for Beauty Underground.

Fierce competition filled the convention center with events for hair, nails and makeup and three new categories including Hairbraiding, Ladies Haircutting and a Night at the Club. For a full list of 2017 ISSE competition winners, please visit probeauty.org/competitions/isselb.

“ISSE 2017 was a great success. Exhibitors really upped their game with bigger and brighter booths, new branding and great stage presentations. The show floor looked and sounded great. ISSE is the industry’s show. We want to thank everyone who supported the show either by purchasing a ticket, educating or exhibiting,” said ISSE Show Director and PBA Director of Event Operations Susan Howard.

“On behalf of the entire Professional Beauty Association team I want to thank our members, attendees, exhibitors and sponsors for helping to make ISSE a success. The energy of this year’s show was outstanding, and the show floor had a great vibe,” said PBA Executive Director Steve Sleeper. “We are also grateful to see our membership numbers increase. As the industry’s association, our focuses are always on our members’ needs and identifying opportunities to elevate the industry.”

PBA is focused on elevating, unifying and serving the beauty industry and the professionals who improve people’s lives. In addition to focusing on inspiring education and top beauty companies, ISSE serves as a platform to educate the beauty industry on PBA’s mission and activities.

This year, PBA launched #LovePBA at ISSE and worked with member companies to encourage attendees to join or renew memberships with the organization. PBA memberships resulting from the event increased 30 percent compared to 2016.

ISSE also connected attendees with leading beauty influencers including Guy Tang, Larisa Love, Chita Beseau, Shelley Gregory, Jenny Strebe, Phil Ring, Lo Wheeler, Miss Fame, Jacob Khan and Rebecca Taylor. These influencers helped share ISSE across multiple social channels from Instagram to YouTube. 

About PBA
The Professional Beauty Association (PBA) exists to elevate, unify and serve the beauty industry and the professionals who improve people’s lives. For more information please visit https://probeauty.org/.

Photos by Focus on Hair and PBA

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