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Beauty Expo Melbourne 2018 closed off a successful edition

Beauty Expo Melbourne, Victoria’s boutique professional event for the beauty industry has closed off with thousands of visitors welcomed through the doors. The trade-only event took place at the Melbourne Convention and Exhibition Centre (MCEC) from Saturday 24 to Sunday 25 March, connecting the industry under one roof.

What a fabulous weekend we’ve had at Beauty Expo Melbourne! I’m thrilled with the experience that’s been delivered to our guests and our exhibitors. There’s nothing like the buzz of a live event to make people feel motivated and excited about their profession, and all the possibilities for what they can achieve in the year ahead. And most of all we love being able to connect them with the amazing brands at our show that have so much to share with the industry”, said Cory Watson, Event Director for Beauty Expo Melbourne.

Experts presented educational sessions on the latest beauty trends for professionals with topics like RF microneedling, treating common skin conditions, men’s brows and microblading all available for visitors to take advantage of. Business sessions were also available, with topics like Instagram for businesses, solo salon business tips for success, and work/life balance for small business owners covered over the course of the weekend.

More than 100 exhibitors offered their innovations in beauty on the expo floor for visitors to explore, with offerings like Murad’s new Technoceuticals range for skincare professionals.

We are brand new to the Australian market and we’re exhibiting at Beauty Expo because we feel like it’s the best place to get in touch with professionals. The professional space is where we’re looking to grow our business in 2018 and we’ve bought Katy Bacon on board as our new Sales and Education Manager to build that side of our business… There have been a lot of really hot leads that we’ve discovered…. And the reason that we’ve found that is that there are lots of business owners here and they’re really looking for newness and something different. So we’re very excited!” said Emma Hindmarsh, Brand Manager for Murad Australia.

Two new initiatives by Beauty Expo Melbourne highlighted brands and products on the show floor that were Proudly Australian and Proudly Natural, spurred by a growing consumer trend toward purchasing products that contain natural ingredients, as well as a desire to support local brands with Australian-made products. The initiatives were implemented following a successful pilot at Beauty Expo Australia 2017 in Sydney and were just as well-received by the Victorian industry.

Making a welcome return in 2018 to Beauty Expo Melbourne, the Skincare Sanctuary displayed innovations from professional skincare providers like Dermalogica, dermaviduals, Murad, Payot Paris, and Pevonia. On the show floor, beauty visitors were also treated to new product previews from coveted industry brands like MAC Cosmetics, who exhibited for the first time at Beauty Expo Melbourne 2018; Inglot Cosmetics, Makeupnet, Aduro Australia, Uspa, Timely, LYCON Cosmetics, TechnoTan, Silk Oil of Morocco, Makeup Weapons, and many more.

Other highlights from the event included the new GenNEXT makeup competition, which sought to elevate the younger generation by providing a platform for them to showcase their skills in beauty to the industry.

Beauty Expo Melbourne will take place in 2019 from Saturday 23 to Sunday 24 March at the MCEC.

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