Beauty show to link industry, consumers - Pathways to Beauty and Well-being [SM]
NEW YORK — Women have unlimited choices when it comes to beauty products. Unfortunately, that vast selection, which grows daily with a steady stream of new launches, can leave women confused about which creams, powders and gels will help them look and feel their best.
A new consumer beauty show on the fall 2004 calendar called Pathways to Beauty and Well-Being hopes to put an end to their frustration by linking women with beauty experts and representatives of national beauty brands.
“The beauty industry doesn’t do enough to educate women on how to use new products,” said show creator Suzanne Grayson, president of Grayson Associates, a marketing management firm based in New York and San Juan Capistrano, Calif. She added that the show gives beauty companies a new medium to promote brand awareness and, ultimately, sales growth.
“Pathways to Beauty and Well-Being affords professional companies a unique opportunity to meet their consumers, to engage them in product news and brand personality, to provide them with sample products and to develop a relationship. There is no other medium that offers direct consumer access,” Grayson said. She added that the show offers companies an interactive advertising venue, demonstration space, educational seminars and promotional and sales opportunities.
Pathways to Beauty and Well-Being is gaining momentum as it continues to attract sponsors, namely Allure magazine, and exhibitors, such as Lancome, Clarins, Nivea and Dove, to name a few. The format of the show, which is scheduled to take place Sept. 10 to Sept. 12, 2004, at the Jacob Javits Convention Center in New York, includes five pavilions: professional salon and spa, beauty and personal care, nutrition and health, fitness and active living, and personal growth.