г. Иркутск, ул. Байкальская, 253-а
тел.: (3952) 35-29-00
21 january
sunday, 00:50



The annual Industry of Beauty exhibition was held on April 28 — May 1, 2015 in Sibexpocentre Exhibition Complex, it is a special event for professionals of beauty industry and for anyone who wants to be irresistible.
To make a fashionable hairstyle, make-up, 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 Industry of Beauty exhibition has been held since 2004.
Exhibition organiser:
Sibexpocentre OJSC — a member of the Russian Union of exhibitions and fairs, the leading exhibition organisation of Eastern Siberia.
Official supporters: Government of Irkutsk Region, Administration of the city of Irkutsk.
With an active participation of:
Service of the Consumer Market and Licensing of Irkutsk Region.
Organisers of competitive activities: Art Studio Irkutsk Professional Development Centre for Beauty Salons' Staff non-state educational establishment, Baikal Stars Autonomous Non-profit Organisation of Additional Professional Education, 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: 74 companies
Number of visitors: 10,300 people

The opening ceremony was attended by:
Natalya Zakharova,
First Deputy Head of Consumer Market and Licensing,
Elena Geevskaya, Director of ART Training Studio (Irkutsk Training Centre of Personnel for Beauty Salons Non-State Educational Institution),
Fan Shao Dzhun, Head of China team (Shenzhen), Head of the Professional Training Association.
She Den Dorsh Tsog Zolmaa, Head of the delegation of Mongolia (Ulan Bator),
Tatyana Tyutrina, Director General of the Baikal Stars Training Centre,
Oksana Karaseva, Director of the Avenue 11 Company,
Oksana Kolesnichenko, Director General of the Place in the Sun Training Centre,
Lyudmila Galaeva, Head of Exhibition Organisation Department of Sibexpocentre OJSC.

At the opening ceremony Natalya Zakharova, First Deputy Head of the Service of Consumer Market and Licensing of Irkutsk Region told about advantages of the Industry of Beauty exhibition:
 — The Industry of Beauty exhibition is an annual significant event for experts in the field of hairdressing and nail service. The advantage of this exhibition is that all visitors can visually see all the modern trends in the industry of beauty. The main activities of this exhibition will become a semi-final of the Championship of Russia on hairdressing, decorative cosmetics and manicure and the second Championship of Siberia and the Far East on hairdressing and make-up, nail modeling. Do not forget that the programme is filled with a set of master classes. I hope that all the planned activities within the exhibition will promote development of the consumer market of Irkutsk Region. I wish all the guests and exhibitors new achievements, fruitful work, and victories to the participants of the championships!
Elena Geevskaya, Director of educational ART studio dwelled upon the holding of the semi-final of the Championship of Russia on hairdressing, decorative cosmetics and manicure. It should be reminded that the ART studio is the organiser of the event. Elena Geevskaya noted that 120 masters from all over Russia as well as from Mongolia and China became participants:
 — Both juniors and masters of high level participate in the Championship. I want to note that in such a hard time for small business, these masters found
time and energy to participate in the exhibition, to demonstrate their skills and experience. Undoubtedly, the Championship improves the service of the beauty industry.


Geography of participants: Russia
Irkutsk Region 61%
Other regions of Russia 39%

Distribution of participants among Russian regions:
Irkutsk and Irkutsk Region, Krasnoyarsk, Novosibirsk, Omsk, Ryazan Region, Moscow and Moscow Region.

Spheres of exhibitors' activities:
Suppliers of products — 53%
Companies that provide services — 32%
Related Services — 12%
Media — 3%

Hairdressers, cosmetologists, nail technicians and all those who are interested in the latest trends in the beauty industry came together to the Industry of Beauty exhibition.
At exhibition stands participants traditionally presented modern professional tools on care of hair, face, nails, the best equipment for beauty salons from affordable to exclusive.
The Industry of Beauty exhibition is interesting not only to experts, but also to ordinary visitors, after all it is possible to find cosmetics, products on care of skin, hair and nails, accessories and many another things here. During 4 days of the exhibition all guests of the event were able to participate in the set of master classes on manicure, pedicure, eyelash extension, correction of eyebrows, and also try a set of cosmetic procedures.
In addition within the business programme there were a number of master classes in make-up, SPA hand care, creation of various styles in hairdressing and make-up, the techniques of hair colouring and many other things.
Doubtless advantage of the exhibition is possibility to contact face-to-face: exchange of experience, presentations of production, professional advice and professional competitions.

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 30 resources;
 — Placement of advertising models and information in specialised, information and infotainment print media — more than 20 publications;
 — Banner advertising on the main page of the city information portal http://www.irk.ru/ in the Show Bill section;
 — Advertising in social networks Facebook, Vkontakte;
 — Broadcast of advertising clips in local and regional television channels — TNT, Home, STS, First — 70 times;
 — Broadcast of audio advertisement on Russian Radio, Europe+, Radio7, Fresh, MSM — about 250 outlets on the radio;
Audio clip translation in the following shopping centres of Irkutsk: Slata Supermarkets (47 items), Ruchei Shopping Centre, Doka Shopping Centre, Express Supermarket, Voyage Shopping Centre, Irkutsk Shopping Centre, New Market Shopping Centre, Versailles Shopping Centre, ShanghaiCityMoll Shopping Centre, Mercury Shopping Centre, Colour Park Shopping Centre, Jubilee Shopping and Entertainment Centre, Europark Shopping Centre, Fortune trade area, Building Materials Shopping Centre, Building Materials 2 Shopping Centre, BrandHall Shopping Centre, Four Seasons Trade Area, Electron Shopping Centre, Fortune Grand Shopping Centre, Universal Shopping Centre — more than 8000 times;
 — Broadcast of audio clip in the Class market store chain (29 shops) — more than 12 000 times;
 — Placement of clip on video screens — Baykalskaya St. / Timiryazeva and Lenin/Gorky St.

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

Types of Media:
Specialised and information portals — 15%
Specialised and information press — 10%
Internet (incl. social networks) — 10%
Television — 15 %
Radio — 20%
Shopping centres — 25%
Video screens outside — 5%

The business programme of the exhibition traditionally was highly topical. Master classes in make-up, sugar epilation, SPA paraffin and SPA manicuring, creation of certain images and styles in hairdressing and make-up, application of new techniques and technologies of hair colouring; presentations of innovative products for care of hair and nails of various firms; seminars on commercial opportunities of use of cosmetic procedures.
The main activities of the exhibition became the III "Line of Beauty" International Festival of the beauty-industry and the II Championship of Siberia and the Far East on hairdresser's art, make-up, modeling and design of nails, as well as eyelash extension.
Within the Line of Beauty International festival of the beauty-industry the open championship of Baikal (the Semi-final of the Championship of Russia) on hairdresser's art, decorative cosmetics and manicure took place, organiser of which was the ART studio, and the judges of the Championship were titled masters of Russia.
The Championship of Siberia and the Far East on make-up, look modeling, and also modeling and design of nails is also the large-scale event which gave masters the opportunity to show themselves and their capabilities. The organisers of the competition were the Avenue 11 Studio, Training Centre of the OleHaus-Irkutsk Company, College of Management and Entrepreneurship, Place in the Sun Company. Organiser was the Baikal Stars Autonomous Noncommercial Organisation. Following the results of the championship contestants were handed nominal diplomas, mugs, prizes, bonuses and gifts. Winners of the championship got an opportunity to participate in the final of the International Championship on epilation in Moscow on October 1, 2015. Both events were held with the official support of the Administration of Irkutsk.

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:

Mariya Milenkaya, Manager of the school of nail design of Ekaterina Miroshnichenko:

 — We are not beginners at the Industry of Beauty exhibition, we have been its participants for the fifth year. Interest in our company does not fall away, we always make success among clients. Each time we aim to create a greater variety of products to satisfy any, even the most exacting buyer. At our stand it is possible to find production for nail design, textbooks and study guides for training. We have very acceptable price category, all materials are qualitative. Our production is unusual and exclusive, we place special emphasis on nail design. I want to tell thanks to organisers for invariable quality of the exhibition. Undoubtedly, the exposition is important not only for the participants representing the production but also for the beauty industry in general.

Roman Krylov, Director of ProfMedCosmetic Company:

 — This is my first participation in the exhibition, but now I can say that I will participate in it constantly. Our company is relatively young, but still has no competitors, so our equipment is in demand. Our production is connected directly with the industry of beauty: equipment for manicure, pedicure, and other vaporization. On the third day of the exhibition we were able to sell more than 50% of the exhibition production and get a large number of pre-orders that can not but rejoice. In the near future we plan to participate in the autumn World of Style and Beauty exhibition to strengthen our position in the market.

Eva Antonova, Creative Director of the Posh Company:

 — At the exhibition we got only positive impressions, especially on the first day. It was marked by the holding of the Baikal Open Championship on hairdressing, decorative cosmetics and manicure, where amazing masterpieces were created. As to our brand, it represents a new philosophy in the field of beauty: the entire procedure, starting with makeup beauty and finishing hand beauty, should not exceed 5 minutes. It means 3 minutes on makeup and 2 minutes on nail lacquer application. We offer express-beauty for women which they really need. The quality of our cosmetics is of international standard, we can compete with any brand regarding colour palette, quality and ease of application. I think next year we again will please visitors with our participation in the exhibition.

It should be reminded that the XIII specialised Industry of Beauty exhibition will be held on March 22—25, 2016.

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

Sibexpocentre OJSC, Baikalskaya st., 253-а, Irkutsk
Phone: +7 (3952) 352—900, e-mail: info@sibexpo.ru, http://www.sibexpo.ru/

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