Monday, 24 June 2013

IMATS 2013

I was lucky enough to receive a press pass to attend IMATS 2013 and I have to say, it was an event worth attending!

The exhibitor floor is jam-packed with cosmetics brands from the likes of well known (and uber-popular) brands such as NYX, Nars and MAC to more unknown and specific brands like Mehron who specialise in body paint and theatrical makeup.

Whilst the exhibitor floor is not for the faint-hearted, with feisty fashionistas vying for the last NYX blush (which were selling like hot cakes!), the discounts and special offers made IMATS a must for beauty on a budget, as even more expensive brands such as Daniel Sandler were offering up to 20% off courtesy of Love Make Up.

However, to make the most of these special offers and avoid the stampede of beauty buffs, my advice would be to arrive early and head straight to the stand that you're most interested in buying from as queues for NYX and NARS lasted for 45mins upwards at peak times.

But whilst I enjoyed browsing all the exhibitors, and acquainting myself with some brands that I wasn't so familiar with, for me, the best part of the event is the educators. IMATS go all out to find the best industry experts who provide incredibly informative seminars. With their makeup pouches full of tips and tricks, its well worth making a trip to the wide range of classes laid out by IMATS.

I visited Eve Pearl's seminar and was let in on one of the worst kept secrets in beauty, the reverse contour and the salmon concealer. I say worst kept because these techniques and products are so popular that they have been replicated time and time again by other brands. The idea behind the reverse contour is to apply the lighter foundation on the lower half of the face (below the cheekbone) and apply a darker layer along the cheekbone, and across the temples and chin. What this technique does is help to lift your face to create a much fresher, youthful appearance. Another plus, is that Eve has developed a range suitable for all skin types (including very sensitive and acne prone) and all skin tones. Perhaps the best product in her range though, is the salmon concealer which was created to target and counteract blue-toned under eye circles - again adding to that fresh, youthful look I was going on about!

I also watched a seminar by Sindy Perez of Mehron which was also very good.

However, undoutedly, the highlight of the day for me was the YouTube talk on the power of social media featuring Ruth Crilly (of a Model Recommends), Louise (of a Sprinkle of Glitter), Anna (of Vivianna Does Makeup) and the fabulous Caroline Hirons (of Beauty Mouth)

The talk was informative, interesting and hilarious with the feisty four recounting how they dealt with "trolls" and abusive comments in a dignified but amusing way. All four women were very candid and open about the pros and cons of YouTube, welcoming questions and giving helpful, personal advice on a whole range of topics - how to start out, ways to make your blog/youtube channel more successful and how best to light/film tutorials etc.

It was WELL worth a visit! 

After the talk came to an end I was lucky enough to have a chat with several YouTubers including the lovely Katie Snooks, Lily Pebbles and Vivianna Does Makeup (who emanates that friendly girl next door vibe that makes her so lovable on YouTube). 

But the cherry on top of an incredible day was meeting and interviewing (yes that's right) the fabulous Caroline Hirons.

She was so friendly and open and answered in her signature no-nonsense, hilarious style.

(the interview was for my Universities newspaper, but I'll include it in a separate post on here too as the answers were too good to keep from you guys)

So overall, a fantastic day, a fabulous experience and well worth the slog up to London and back. IMATS 2014 roll on!!!

Love Elle 

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