IMATS NYC 2015 | The Preparation!!!

IMATS NYC 2015

The Preparation!!!

It's here again for the in NYC - IMATS 2015!!

Exciting!!!!

WHERE: Pier 94 @ 55th Street and the West Side Highway in NYC

(Chelsea Piers)

WHEN: Friday (Pro-Card Event) 3 p.m. to 7 p.m. 

Saturday (General Admission) 9 a.m. to 5 p.m. 

       Sunday (General Admission) 10 a.m. to 5 p.m.

The International Make-Up Artist Trade Show is the make-up world’s biggest gathering. Thousands of make-up artists, exhibitors 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 the Battle of the Brushes student make-up competitions, where international make-up students race to create winning looks.

Before IMATS, there were no trade shows specifically designed for make-up artists, although cosmetic companies had expressed a desire for such an event. In response, Emmy Award-winning make-up artist and 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.

IMATS expanded to Europe in 2002, with the debut of IMATS London. Continuing this commitment to artists around the world, Make-Up Artist magazine acquired the Canadian Makeup Show in 2009 and launched IMATS Toronto. That same year IMATS Sydney launched, and in 2010, IMATS Vancouver, British Columbia debuted (which was previously part of CMS).

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.

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I am not an expert on makeup shows but I can share a little insight on what to expect and how to prepare for the big day(s). 

What should you EXPECT?

Crowds, long lines and lots of waiting. Pack your patience...it will be a long day for sure. Get there as early as possible to get the most out of the show. Be early for any shows/classes/demos you may be interested in seeing because they will fill up fast.

Expect the unexpected. Many companies debut new products at these shows. The products may not be available to the mass market for months and you will be able to take advantage of the preview.

Do your RESEARCH beforehand

Make sure to check the IMATS - NYC Website for a complete list of exhibitors and classes/events that are scheduled for the show. Most of the exhibitors have website which are linked through the IMATS exhibitor list. Do the research and check out any companies that peak your interest. Remember that some of these companies are new and relatively unknown but may have great products available.

Create a LIST/PLAN

The best advice I can give you is to create a LIST and take with you. Your list should include

■  The companies you want to browse

■  The specific products you want to check out

■ The shows/demos/classes to want to attend

Study the FLOOR PLAN

Grab a copy of the Floor Plan from the IMATS website and highlight the booths that you are interested in visiting. This will help to minimize the time spent walking around in circles or searching for a specific booth or company.

Be prepared to pay CASH

Cash will be the preferred form of payment at these types of events. I know not all of us are comfortable carrying cash around, especially a lot of it, but be prepared to pay in cash for your purchases. Many of the smaller booths may not have a system to process credit/debit card purchases so cash will be the only available way to purchase items. Also, the credit/debit card systems can crash and leave you with a list of wants but no way to pay.

Besides, having cash will definitely keep you on budget since once it's gone it's gone!

But be sure that most vendors will still accept Visa, MasterCard, American Express and Discover cards.

Will DISCOUNTS be offered at the booths?

Discounts are offered at the discretion of each exhibitor. Discounts are not guaranteed and may not be offered so do not be disappointed. Many of the smaller 'indy' companies may not offer a discount but may offer great deals and bargains. The larger companies may only offer discounts to PRO members. But overall, there will be great buys available for you to take advantage of. Bear all this in mind when considering what to purchase.

What COMPANIES should you see?

I know you all want to know which companies to check out from the current Exhibitor List and I want to say that this is subjective. It will depend on what you are interested in. I would advise that you check out companies that are not easily accessible to you first off and grab products that are hard to find. Then check out the well-known companies for products you need to stock up on or products you just always wanted to try.

My Suggestions:

Make Up For Ever – Make Up For Ever debuted great eyeshadows last year that are a must have in my book. Not to mention the new primer line up and highlighter/bronzer duos that is sure to be a hit. Also, there are awesome holy grail products – foundations, concealers, powders – available so be sure to stock up on your faves!

Anastasia Beverly Hills – Hello awesome! Anastasia Beverly Hills is known for great brow products, their contour powders and creams, new eyeshadows and now their lip products. Great time to check the products out in person if you haven’t been able to see them in person before.

Hakuhodo – Great brush line…my favorite in fact! I recommend checking these out in person (warning you will fall in love) and picking up a few that suit your fancy.

BeautySoClean – Specializes in products used to sanitize makeup without altering the texture or formula. Great for makeup pros and those of us who live for great hygiene.

Sigma Beauty, Sugarpill, Sedona Lace, Morphe Brushes, Dose of Colors – There are numerous Instagram/Twitter/YouTube famous brands that are only available online that will be at the show. So now is a great time to check the products out in person.

Alcone, Graftobian, Zuca – If you are a makeup artist or aspiring to be one, here is your chance to grab pro-perfect kit items – BeautyBlenders, spoolies, disposable applicators, spatulas, palettes, etc. at a discounted price.

Lashes, Lashes and more Lashes – There will be lot of lashes available – from mink to synthetic. Mink lashes can be very expensive and a lot of these brands are only available online….so it is your chance to see these in person and figure out if you want to take the plunge.

Take advantage of the chance to play around with the products while you can.

I think the BATTLE OF THE BRUSHES: BEAUTY/FANTASY AWARDS SHOW (Saturday) and BATTLE OF THE BRUSHES: CHARACTER/PROSTHETIC AWARDS SHOW (Sunday) will be a great hit so maybe plan on attending that show at 3:15 pm both days.

Watch as the stars of tomorrow face off in the student make-up competition. Models will present the final make-up creations of make-up students, who are competing for cash and prizes. This year’s beauty-category theme is Historical Beauty Trends.

What to TAKE with you?

Enthusiasm, patience, excitement, your love of makeup...but you probably already knew that. But to be more practical, here are a few things that are essential:

■      Be sure to bring your e-ticket, a copy of your receipt and picture ID. General Admission tickets are SOLD OUT so tickets will NOT be available for sale at the door. Tickets available for Pro-Card holders.

■      Your pre-written LIST/PLAN and highlighted FLOOR PLAN.

■      Watch or cell phone to keep track of the time. You wouldn't want to miss the shows would you? And set alarms for shows you don't want to miss!

■      Professional documentation if you wish to sign up for any PRO ONLY programs offer by companies at the show. Typical documentation includes: Composite Card, Business Card with name and specific profession, Editorial Page with name credit, Union Card, Professional License, Diploma/Certificate, Publication Masthead, Program/press Materials with name, Contract on Production Company Letterhead, Crew/Call List on Prod. Co. Letterhead, Professional Letter of Reference of Employment.

■       For PROs, remember to carry Business Cards. This is your time to network so be prepared to hand out many business cards and receive many in return.

■       A snack and a bottle of water. You will get hungry and you may even forget to eat lunch. But we need our strength as we 'oooh' and 'ahhhh' at all the pretty makeup.

■      Wipes. A must-have for me since you will be getting your hands dirty!

■      Hand Sanitizer. You will be swatching and touching A LOT of products that others will have their grubby hands all over…so better safe than sorry….pack some sanitizer.

■      A camera to capture great memories and experiences, awesome swatches and products, people you meet and just the overall euphoria of it all. Go ahead and pack a back-up battery is you have one too!

■      Pack light! You will be carrying around a lot of products once you start purchasing so make sure your hands are mostly empty to start with. A big empty (comfy) bag may actually be a good choice to take with you as well.

■      Wear comfortable shoes and clothes for lots of walking and standing. Also, wear short sleeves to allow for lots of swatching all over your arms without getting your clothes messy.

■     HAVE FUN!!!!!