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RESULTS OF THE XI INDUSTRY OF BEAUTY EXHIBITION

March 19—22, 2014 the annual Industry of Beauty exhibition was held in the Sibexpocentre exhibition complex — a special event for professionals of beauty industry and for anyone who wants to be irresistible.
To make a fashionable hairstyle, a make-up, a hairdress, to pick up a manicure spring design and to get acquainted with recent trends in the beauty — industry — all of this was permitted by the Industry of Beauty exhibition.

The first Industry of Beauty exhibition was held in 2004.

Exhibition organisers:
Sibexpocentre OJSC — a member of the Russian Union of exhibitions and fairs, the leading exhibition organisation of Eastern Siberia.
Official supporters: The Government of Irkutsk Region, The Administration of Irkutsk city.
With an active participation of: Service of the Consumer Market and Licensing of Irkutsk Region.
Organisers of competitive actions: Irkutsk Professional Development Centre for Beauty Salons' Staff non-state educational establishment, Art Studio, Avenue 11 Studio, Training Centre of the OleHaus-Irkutsk Company, Place in the Sun training centre.

Duration:
4 days
Total area: 2,500 sq.m.
Number of exhibitors: 61 companies
Number of visitors: 10,100 people

The opening ceremony was attended by:
Tatiana Kraeva, Head of Consumer Market Development of Consumer Market and Licensing Service of Irkutsk Region
Elena Geevskaya
, President of ART Beauty Holding, Chairman of Art Line of Beauty International Festival Organising Committee
Andreas Klug, Owner of Barbers Hairdressing Saloon, Germany
Tsedendorj Tsogzolmaa, President of Hairdressers and Beauty Services Association of Mongolia
Ma Yang, Head of Training Association in Shenzhen, China
Beata Shafarovich, Head and Hairdresser and Stylist of Metamorfoza Beauty Saloon, Warsaw, Poland
Oksana Karaseva, General Director of Avenue 11 Studio
Oksana Kolsnichenko, Director of Place in the Sun Training Centre
Lyudmila Galaeva, Head of Exhibitions Organisation Department of Sibexpocentre OJSC

At Exhibition official opening Tatiana Kraeva, Head of Consumer Market Development of Consumer Market and Licensing Service of Irkutsk Region noted:
'Thank to the events such as the Industry of Beauty exhibition in Sibexpocentre and International Festival, we hope that our Irkutsk masters of hairdressing, visage and nail design will bring in their work new trends, and Angara Region market of beauty industry will receive a new impetus to development.

Elena Geevskaya, President of ART Beauty Holding, Chairman of Art Line of Beauty International Festival Organising Committee made ​​a welcoming speech to participants and guests of the exhibition. — "The participants of the Championship are already in a creative and competitive activity. All viewers will be able to see fashion that masters from different countries of the world — Germany, Poland, China, Mongolia brought to us".

Masters from abroad thanked for the invitation and informed that this meeting of professionals of different countries within the framework of the Championship and Exhibition will be useful for everyone — both in terms of communication, and in terms of sharing experiences.
"Our work is our passion", Beata Shafarovich, Head and Hairdresser and Stylist of Metamorfoza Beauty Saloon, Warsaw, Poland said, 'and we are glad that we can share this passion with others and, in turn, learn from colleagues from other countries'.

EXHIBITORS:

Geography of participants:
Russia
Irkutsk Region 74%
Other regions of Russia 26%

Distribution of participants among Russian regions:
Irkutsk and Irkutsk Region
Moscow and Moscow Region
St. Petersburg
Novosibirsk Region
Omsk Region
Chelyabinsk

Spheres of exhibitors' activities:
Suppliers of products 57%
Companies that provide services 24%
Related Services 15%
Media 4%
Exhibitors demonstrated professional cosmetic lines, skin, hair and nails-care products, beauty saloons' equipment, tools and accessories, services of beauty saloons, cosmetic and fitness centres and many other things at their exhibition stands. Among participants there are professional training centres, beauty studios, specialised news media and shops.
The Industry of Beauty exhibition made it possible for each visitor to watch the work of stylists and test fashion trends on themselves. Creative hairstyles, beautiful makeup, personal care products — the most modern things for today were presented at the exhibition.

EXHIBITION VISITORS:

The structural composition of visitors:
Executives and upper level managers 23%
Specialists 57%
Buyers, customers 20%

Geographic composition:
Irkutsk Region 86%
Other regions of Russia 14%

Irkutsk Region (Irkutsk, Angarsk, Usolye Sibirskoe, Cheremkhovo, Shelekhov, Sayansk, Baikalsk. New Igirma), Chita, Ulan-Ude, Severobaykalsk, Gusinoozersk.

Visitors' scope of activity:
Nail services 14%
Hairdressing 36%
Beauty saloons 41%
Cosmetology 9%

Advertising Campaign:
To make the Industry of Beauty exhibition more successful an extensive advertising campaign was held, it included:
E-mail invitations;
Placement of advertising banners and information on the exhibitional, specialised and informative portals — more than 40 resources;
Banner advertising on the main page of the city information portal http://www.irk.ru/;
Banner advertising on the site www.odnoklassniki.ru;
Placement of advertising inserts and information in specialised, informational and infotainment print media — about 30 editions;
Advertising in social networks Facebook, Vkontakte;
Outdoor Advertising (Billboard) — 194 billboards;
Placement of the exhibition banner on Lenin Gorky St. screen;
Broadcast of advertising clips in local and regional television channels — First, Russia, STS, Home, Fifth, TNT;
Broadcast of audio advertisement on the MCM radio

The distribution of media recourses among regions of Russia: Irkutsk Region, Chita Region, the Republic of Buryatia, Primorski Krai, Krasnoyarsk Krai, Novosibirsk Region, Moscow, St. Petersburg.

Types of Mass Media:
Information press — 12%
Specialised press — 12%
Television — 15 %
Infotainment press — 4%
Specialised portals — 19%
Information portals −24%
Social networks — 7%
Outdoor advertising — 4%
Audio advertising — 3%

EXHIBITION PROGRAMME:

A Business programme of the exhibition was traditionally eventful. Master classes on visage, SPA-Sugaring, SPA-paraffin, making certain hair and makeup images and styles, application of new techniques and technologies of hair colouring; presentations of innovative hair and nails care products of various firms; seminars on commercial opportunities of using cosmetic procedures were held for participants and visitors during the Industry of Beauty exhibition. Famous top-stylists carried out step-by-step demonstrations of haircuts, hair coloring technologies, hair styling.
The most spectacular event of the exhibition was the Line of Beauty International Festival of beauty industry. 6 international teams of hairdressers and makeup artists from Russia, Germany, Poland, Mongolia and China — more than 200 masters contended for the right to be the best. Teams from Germany and Poland participated in the Festival for the first time. Prise-winners of national and world hairdressing championships evaluated the stylists.
'Last year, the Line of Beauty Festival was granted the international status. We confirmed it again by inviting masters from Germany, Mongolia, Poland and China this time', Elena Geevskaya, President of Art Beauty Holding told. According to Elena Geevskaya, the Festival of Beauty gains momentum and interest attracts more creative people to participate and exchange experience. Therefore, the motto of the next Festival will be "Professionals of all countries unite at Baikal" slogan. Elena Abdulovna promised that the organisers will use every effort to ensure that this slogan will unite as many participating countries as possible.
In the end of the competition, the jury announced the winners in 12 categories, and Art Beauty Holding "Spring" Show of trendy hairstyles was a gift for the guests.
Siberian and Far Eastern Championship on hairdressing, visage, nails modeling and design, eyelash extension was also held within the framework of the exhibition.
The exhibition ended with traditional summing up the results of the competition on the best exhibitor. Organisers awarded the participants with gold and silver stars and exhibition diplomas.
GOLD STARS were awarded to:
AVENUE, 11 NAIL STUDIO
CNI — IRKUTSK
OLLIN PROFESSIONAL COMPANY
PLACE IN THE SUN COMPANY
TRAINING CENTER OF OLEKHAUS COMPANY
CENTRE OF MARIA POZHAR'S NAIL SERVICE
SCHOOL OF EKATERINA MIROSHNICHENKO'S NAIL DESIGN
THE OFFICIAL DEALER OF ALL FOR INSTANT SUNTAN LOS ANGELES TRADING COMPANY, A.V. BEZRODNAYA IE

PARTICIPANTS' COMMENTS

Andreas Klug, owner of Barbers hairdressing saloon, Pforzheim, Germany:

 — I came to Russia, Irkutsk to participate in "The Line of Beauty" International Festival for the first time. I am very glad to meet with my hairdresser colleagues from your country, China, Mongolia and Poland. In spite of the big distance between our cities, I did not note any differences between hairstyles of Russian and German women, and between ranges of products for hairdressers which I saw at the Industry of Beauty exhibition. Fashion is the same everywhere, and I am glad that masters from Russia work the same way as we do in Germany. I saw a lot of firms which sell the same goods for hairdressers as we use. It is nice, that we are colleagues.

Mikhail Krisko, Head of Modern chain of shops, Irkutsk:

 — Our company participates in the exhibition over 10 years; we can be called "old-timers" of the Industry of Beauty exhibition. This year, I am particularly satisfied with the work at the exhibition. Our company sells equipment for hairdressers, tools and expendable materials. We always keep on top of new developments in our segment of the market, to help our Irkutsk Region masters use only modern and high quality tools made by firms proved themselves worth as reliable manufacturers. It is hairdressers who try Angara Region women and girls always have beautiful hairstyles. And we try to help them. Many thanks to the Industry of Beauty exhibition.

Catherine Kulpina, Director of Studio for hair extensions, official distributor of Belli Capelli Company:

 — I participate in the Industry of Beauty exhibition for the second time. Last year, I came to Sibexpocentre for the first time, I liked it very much: the atmosphere of the exhibition, communication, clients, new acquaintances, studio advertising. There is an opportunity to know something new it is very valuable for employees of the beauty industry. The most important thing is that participation at the exhibition gives a long term effect; we distribute business cards, and then, two or three months later, people come to us with these business cards and tell: "We knew about you at the exhibition". Many thanks to exhibition organisers!

Natalia Bichevina, Representative of Vertex CJSC in Irkutsk:

 — Our main purpose is promotion of pharmaceutical company, representatives of which we are, and our products which the company manufactures. It is important for us to inform consumers about us. The exhibition is perfect platform for such advertising. In addition, a trichologist conducted free assessment at our exhibition stand. About 230 people were examined and took opinions during four days. A great pleasure for us is to plunge into the world of beauty, that prevailed at the exhibition, get to know fashion trends in hairstyles, style and makeup

Olga Nevskikh, Manager of Avenue 11, brand Ollin Professional; Irina Fedotova, Manager of Avenue 11, brand Ollin Professional; Svetlana Shelofast, Technologist and Expert of Ollin Professional:
 — Our company is a regular participant of the Industry of Beauty exhibition. We come here for promotional purposes, for new customers. Every day, 2—3 seminars which gather a lot of people are held at the stand. Our masters show new ways of haircuts, styling and coloring, we often noticed that many people not only take pictures of our master classes, but also shoot video. Perhaps, they are novice masters. Many viewers are professionals who ask clarifying questions, ask to show once again. For us, the employees of the company, it is interesting to participate in the exhibition, because, first of all, it is communication, exchange of experience with future potential clients, colleagues, and even competitors. You know, it is great when you start to discuss something, speak in professional jargon and understand each other.

We remind that the XII Specialised Industry of Beauty exhibition will be held in Sibexpocentre exhibition complex on April 28 — May 1, 2015.

We will be glad to see you among participants and visitors of the exhibition!

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