Chicago Events. Photo Diary of America’s Beauty Show

March 15, 2011 • Beauty, Events, Yahoo


When we found out that SCS would be covering America's Beauty Show, the three day beauty expo so big it could only be held in the intimidating spaces of McCormick Place, of course we were thrilled. What could be better than beauty, beauty and more beauty! But we weren't exactly sure what to expect, never having been to a beauty expo before.

Once we got there, the sheer size of it all was staggering to say the least. We didn't quite realize at first that this was it for the beauty biz. This is where salons stock up on the latest items, jamming the suitcases they bring with them with discounted tools and products. This is where stylists learn the latest tips and tricks, watching closely as one demonstration after another is done for their benefit. This is where beauty enthusiasts like ourselves came to bask in the wonder of it all—and try not to get in everybody's way. Truly it was a sight to witness. So we thought the best way to present the experience was in doing just that: invite you to witness what it was like to be a part of America's Beauty Show firsthand. Enjoy!


This beauty presentation was going on at the Loreal Paris stage when we walked in. Three perfectly coiffed girls lip synching to Ani Defranco's version of "Kiss Him and Hold Him."



The bountiful beauty booty (for purchase) at the Redken station


Demonstrations ranged from the small with a mannequin……


…to the large with a live model, like this one on the Clairol stage


Or some brands, like Pureology, invited guests to come up and do the hair themselves with an instructor


There were hair models everywhere, and some were really bizarre (and kind of frightening!)



But others were avant-garde and chic like these from Vidal Sassoon


Other perks included on-the-spot tanning (of which we were wary)


Makeup applications of glitter eyeliner (of which we were skeptical)


And sparkly plastic strings to put in your hair which people LOVED. Look at that crowd to buy them! (Of which we were somewhat disturbed).


There were some things we could truly appreciate, however, like the TIGI tower, boating all kinds of new Bed Head products that we loved


And the beautiful array of products at Morrocan Oil, our shining haircare oasis!


Celebrities present included Tabatha Coffey, star of Bravo's Shear Genius and Tabatha's Salon Takeover who was there to sign copies of her new book, "It's Not Really About the Hair"



And Nick Arrojo (right in both pics), celebrity hairstylist and former stylist for TLC's What Not To Wear


All in all it was great time and a valuable peek into the depths of the beauty industry. We both learned purchased, sampled and learned a lot from the prfessionals on hand, as well as just sat back and enjoyed some of the more interesting presentations, like this one from Paul Mitchell. See you next year!

-Alia Rajput

Photo Source: Second City Style

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One Response to Chicago Events. Photo Diary of America’s Beauty Show

  1. Ouidad Blog says:

    Everyone said they had a great time! What did you find most helpful about attending?
    Katie for Ouidad

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