beauty Brand Journey Irish The only way to target the Irish beauty market A Beautiful Family

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1 A Beautiful Family Brand Journey The only way to target the market

2 Think BIG Ireland s BIGGEST and BEST event is brought to you by the same team who publish the country s leading trade magazine and provide over 15,000 members with insurance We help you shape your strategy by establishing the most effective tools from direct mail, newsletters, exhibitions, editorials, advertisements, social media, text messaging, student tour sponsorship and on/off line advertising No other organisation can deliver all this It explains why Beauty is the BIGGEST and BEST brand with over 10 years heritage reaching an ever growing, highly targeted database

3 SHOW Statistically proven to be Ireland s largest, most attended annual trade event attracting over 50 brands & 1,5 attendees. The only show to verify with industry identification to know exactly who walks through the doors. MAGAZINE Ireland s number one trade title celebrating over 10 years, more than 100 issues and over 1 million copies Ireland and UK s leading insurance and membership organisation representing over,000 and 1,000 UK active and insured business owners and students Student Membership College visits across the Republic of Ireland and the UK educating students on the benefits of insurance The biggest National annual tournament for the nail industry. Where showcasing creativity, originality and your talent, can further your career.

VIP or Certificate) Non-Verified (17%) (Interested in trade

4 017 Show Statistics 1,5 Attendees over two days Verified Trade (8%) Non-Verified (17%) Verified Trade (%) (By Code, VIP or Certificate) Non-Verified (17%) (Interested in trade but not verified) Students (8%) (Confirmed by College) Exhibitor (%)

The only way to target the market Retailing: BB Creams.

an ultra-light coverage; the texture corrects the skin on the surface, blurring away minor imperfections; goji berries and Vitamin C protect the skin against free radicals; and SPF15 helps

.. Retailing: Sothys Instant Energizing Corrector contains encapsulated pigments to instantly target and correct any imperfections visible on the skin s surface.

..Nails: Bridal Nails BIG DAY NAILS Fuschia Sheer Veil is an easy-touse product that fills in pores and minimises fine lines.

Fuschia: 01 80 15 CID i-tint Tinted Moisturiser SPF15 is a lightweight fluid that gives a smooth sheer coverage.

Try mixing with i-perfection for a luminous, longlasting flawless base.

This ingredient works to fill the small lines and smooth wrinkles, while plumping and hydrating the skin. An SPF of 15 ensures that the skin is protected too.

Hennessy Hair & Beauty: 01 Star Products: 01 0 5055 The Cure Sheer Cream is based on the science of sirtuins and sustained on three essential pillars: restoration, detoxification and

The cream gives a natural touch of colour that diminishes skin imperfections and provides an anti-ageing and detoxifying action while providing skin with a beautiful even tone and SPF 0

Much like skincare, the general advice when it comes to nails is to start early in order for you to have your nails the way you want them.

nails! From pictures of cake cutting, or the giving and receiving of rings, nails are a very prominent feature in the day and the photographs that will be looked at for many years to come.

Thalgo Ireland: 0 180 The CC Perfect Cream from Anesi Beaute is a universal care colour cream formulated with a tri-peptide that minimises wrinkle formation, slowing down the gradual signs

Some brides this year have opted for an ombre, but personally I like a more natural nail, such as a sheer pink.

smoothe the skin, and light-diffusing particles to cover imperfections - and of course moisturising and nourishing the skin.

The trend is definitely for more classic, subtle nails but some people do want a bolder look.

clients, so we can see French manicures becoming more popular again. Marie-Louise also recommends going down the more natural route.

looking back at them. With that in mind the client is unlikely to want bold, bright colours and large patterns.

If the client would like some sort of nail art the addition of a soft touch of glitter or fine detailed nail art in subtle, complimentary colours always looks beautiful.

Ultimately, you can only advise; if the client has their heart set on bright red, stiletto nails, and is not keen on your suggestions, then you must go with the client s wishes.

5 The only way to target the market Retailing: BB Creams... BB creams My Payot BB Cream Blur Light contains a cocktail of active ingredients with a five-in-one action: Acai berries provide the hydration required for fresh, full skin; pigments give an ultra-light coverage; the texture corrects the skin on the surface, blurring away minor imperfections; goji berries and Vitamin C protect the skin against free radicals; and SPF15 helps to protect the skin. Graham Anthony: Retailing: Sothys Instant Energizing Corrector contains encapsulated pigments to instantly target and correct any imperfections visible on the skin s surface. The texture transforms during application to adapt to all skin tones, and key ingredient manioc extract gives an instant smoothing effect Chleo Enterprises: BB Creams...Nails: Bridal Nails BIG DAY NAILS Fuschia Sheer Veil is an easy-touse product that fills in pores and minimises fine lines. Simply apply all over the face to give the illusion of fresh, even-toned, gorgeous skin. Sheer Veil is available in Fair and Neutral; the brand recommends Fair for most skin tones. Fuschia: CID i-tint Tinted Moisturiser SPF15 is a lightweight fluid that gives a smooth sheer coverage. The luminous formulation comes in four shades and is perfect for those 'no makeup' days as it gives the skin a glow without too much coverage. Try mixing with i-perfection for a luminous, longlasting flawless base. Matis' BB Cream contains a plant extract (Indian plant Cassia Angustifolia) that contains polysaccharides, which have the same properties as hyaluronic acid. This ingredient works to fill the small lines and smooth wrinkles, while plumping and hydrating the skin. An SPF of 15 ensures that the skin is protected too. A BB cream is the perfect makeup choice for a client who wants skincaring benefits along with a beautiful glow. Hennessy Hair & Beauty: 01 Star Products: The Cure Sheer Cream is based on the science of sirtuins and sustained on three essential pillars: restoration, detoxification and hydration. The cream gives a natural touch of colour that diminishes skin imperfections and provides an anti-ageing and detoxifying action while providing skin with a beautiful even tone and SPF 0 sunscreen protection. NaturaBisse: elping a bride prepare for her wedding day to ensure she looks and feels the very best she possibly can is an important function of businesses. Much like skincare, the general advice when it comes to nails is to start early in order for you to have your nails the way you want them. Dermalogica: Marie-Louise Coster from All About Mi Beauty Therapy & Training says: A wedding day is a big day in a girl s life and everything needs to be perfect including the nails! From pictures of cake cutting, or the giving and receiving of rings, nails are a very prominent feature in the day and the photographs that will be looked at for many years to come. Whilst some may think they are just nails, and such a small visual part of the overall look, they are very important and need to be flawless. Thalgo Ireland: The CC Perfect Cream from Anesi Beaute is a universal care colour cream formulated with a tri-peptide that minimises wrinkle formation, slowing down the gradual signs of ageing. Great for summer, it's water-resistant, lasts for up to 1 hours and has an SPF of 0. Trends change so much, says Donna Gibson from Creative Academy. Some brides this year have opted for an ombre, but personally I like a more natural nail, such as a sheer pink. I think French manicures are going to make a Mii Radiantly Fair BB cream contains amino-rich soy extracts that help to actively combat the signs of ageing, an SPF of 5, a built-in primer to smoothe the skin, and light-diffusing particles to cover imperfections - and of course moisturising and nourishing the skin. Platinum Beauty Distribution: gone for red nails because it fits in with their overall look. The trend is definitely for more classic, subtle nails but some people do want a bolder look. comeback because of the new system we have coming in, PolyGel, and the gel dip we have for natural nails for technicians the application is far better and the results are so much better for clients, so we can see French manicures becoming more popular again. Marie-Louise also recommends going down the more natural route. When it comes to colours and art I always advise clients to keep it simple, neutral and classic, because they don t want to look back on the photographs and see some very long, garish nails looking back at them. With that in mind the client is unlikely to want bold, bright colours and large patterns. A classic French polish, a nude shade or a pale pink always look beautiful because they enhance the nails and make them look healthy. If the client would like some sort of nail art the addition of a soft touch of glitter or fine detailed nail art in subtle, complimentary colours always looks beautiful. "Everything needs to be perfect including the nails!" Marie-Louise agrees. Ultimately, you can only advise; if the client has their heart set on bright red, stiletto nails, and is not keen on your suggestions, then you must go with the client s wishes. Always take pictures of nails that you create, bridal and otherwise, so as you have examples to show the client to give them ideas. I always have example nail pops and framed sets of nails that I display around the salon, again to show the client options and to show them what designs look like in real life this seems to work really well. Continued overleaf So what if a bride comes in and wants something super trendy and pretty outragrous, should a technician put her off, thinking she d regret it in the future? No, says Donna. At the end of the day, it s their choice and their day. They have to be happy with their nails. I ve had brides who have 5 1 IBM MAY-JUNE 17 ALL PAGES - Penny Edit.indd - IBM MAY-JUNE 17 ALL PAGES - Penny Edit.indd 1-1 These days, brides are going to the chapel via the nail salon but are they going for natural nails, the latest enhancements or ruby red talons? irish looks at the latest trends in bridal nails. While the nail industry tends to be at the cutting edge of fashion, when it comes to bridal nails, the general trend has always been a little more understated and natural. Beauty Wholesale: Thalgo s Perfect Glow BB Cream contains highperforming ingredients such as green algae extract that works to hydrate the skin, while its velvety formula gives a flawless complexion with a glow of colour. Perfect for concealing imperfections and blemishes without caking your face in foundation. Dermologica Sheer Tint SPF0 contains natural, light-diffusing iron oxides to provide translucent colour for radiant skin, while hydrolysed pearl amino acids, hydrating hyaluronic acid and antioxidant walnut seed extracts help improve skin texture and reduce the appearance of fine dehydration lines. 0/0/017 15:05 IBM MAY-JUNE 17 ALL PAGES - Penny Edit.indd -5 0/0/017 15:0 Over 8,000 Magazines Published bi-monthly,000 Insured Professional Business Owners,000 Recipients 15,000 Mobile Text Recipients 0/0/017 15:05

Over 8,000 combined Social Media Followers SMS Text

out to over 15,000 recipients each time reminding them

6 Newsletters Example of the Newsletters created internally to promote the show, magazine and membership insurance. The same data and templates can be used to promote our clients brands/offers. A bespoke design service is also available. Over 8,000 combined Social Media Followers SMS Text Messages During the run up to the show, we sent texts out to over 15,000 recipients each time reminding them to register for their tickets, every-time we sent a text we saw a positive correlation in regards to pre-registration numbers and visits to our website.

National Nail Tournament returns to the Beauty Show This year s National Nail Tournament returns to the RDS as part of the Beauty Show where you can put your skills to the test against the country s

Sponsored by: Each competition hosts nine Pro categories and three Student; whatever your area of expertise or preferred skill-set, there s an opportunity for you to compete from the perfect Pink and

7 National Nail Tournament returns to the Beauty Show This year s National Nail Tournament returns to the RDS as part of the Beauty Show where you can put your skills to the test against the country s leading salon nail techs with a chance to be crowned National Nail Tech 017. Sponsored by: Each competition hosts nine Pro categories and three Student; whatever your area of expertise or preferred skill-set, there s an opportunity for you to compete from the perfect Pink and Whites in the Top Tech Competition Nails category through to wearable yet stunning nail art in the Freestyle Nail Art Challenge. If you think of any Nail Tech that has excelled and made a name in this business it is from competing, explains nail champion Denise Wright, who also acts as competition director for the National Nail Tournament. She continues: Your clients will enjoy your journey and get caught up in the excitement and preparation for the competition. It is a good talking point and a newsworthy item for your local paper. You can move on to become an educator for product companies or local colleges. Horizontal Black and Clean White (Light Background) Healthy Natural Nails Horizontal Reverse logo Black and Clean White (Dark Background) Vertical Black and Clean White (Light Background) Vertical Reverse logo Black and Clean White (Dark Background) To use any LeChat Mark, including LeChat logos, you must first be authorized by Tithancorp. Our logos form the graphic signature of our brand and are important corporate assets. Each logo is a unique piece of artwork and must never be recreated or typeset. Only the approved digital files should be used to reproduce a Mark. These design requirements will help you reproduce the LeChat Marks with precision and consistency. Preferred Logo - Clear space Always maintain a minimum clear space of 1 " around the a LeChat Mark to preserve its integrity. This space isolates the signature from distracting graphic elements such as copy, photography, or background patterns and gives the LeChat Mark prominence and impact. Logo Minimum Sizes To protect the integrity, legibility and impact of LeChat Marks, a LeChat Mark must never be reproduced in sizes smaller than specified here. For print applications, do not reproduce the preferred Mark in sizes smaller than 1.5" inches or 0 pixels wide. When using GIF and.jpeg files for web or video applications, the preferred mark should never be presented in sizes smaller than 1.50" inches or 108 pixels wide. Primary Color Palette Black and White comprise the primary color palette. The following provides details of the preferred colors for reproduction of the LeChat Mark. Rich Black with Clear White Pantone Blue 80 C with Clear White (used only with special permission) Pantone Metallic Blue 818 C with Clear White (used only with special permission) Background Control White is the preferred background for presenting the LeChat Marks. To protect its integrity, backgrounds must never compete with the Mark. When the LeChat Mark is placed on a black or dark background, the Reverse Mark should be used. It is important to always ensure that there is sufficient contrast between the LeChat Mark and the background. When backgrounds contain patterns, the patterns should be subdued so that the LeChat Mark remains readable. Amie's Judging Career Begins The National Nail Tournament returned even bigger and even better for its second year. Held at the largest Beauty Show, the standard was extremely high. Competitors from as far away as the Netherlands and Croatia registered to compete in 11 categories over two days which included Photographic and Boxed Nail Art, that this year had the theme of Sugar and Spice. This year saw the National Nail Tournament area fill to maximum capacity for the most popular categories in the competition with all competitors receiving goodie bags worth over 100 from our wonderful sponsors. This was a tournament that not only challenged your skills but furthered your career. At the end of two long days of competitions, Amie Pike from Finglas West was named National Nail Tech 01. Amie gained points and walked away with a whole list of fabulous career furthering prizes, including a photo shoot to create a front cover for Your Nails magazine. Part of Amie's prize was also to become a judge for the UK Nail Tech 01 competitions held at the RHC in Scotland and NEC in Birmingham. When asked, Amie Pike said: I am really excited and looking forward to becoming a judge! I can t wait to fly to Scotland and judge my first competition; it will be an honour to judge alongside some amazing ladies! Amie, who started in the industry about 1 years ago, continues: I did an amazing course in Tolka Valley. As soon as we covered gel and acrylic, I just knew nails were my thing. I went on then to work in several nail and bars and just loved every minute of it. I am now lucky enough to have my own salon Apfashion Nails! I have entered a lot of nail tournaments over the years and was lucky to get placed several times. I just love the buzz of the competitions and I think it makes you a stronger nail tech being able to cope under the pressure. Still to come from Amie Later this year will be her behind the scenes front cover for Your Nails magazine. Editor Karolina Boczek adds: Amie is a very open and straight forward person who learns very quickly. I believe she will bring lots of ideas to the shoot and it s going to be an unforgettable experience for her." Sponsored by: Horizontal Black and Clean White (Light Background) Horizontal Reverse logo Black and Clean White (Dark Background) Vertical Black and Clean White (Light Background) Vertical Reverse logo Black and Clean White (Dark Background) To use any LeChat Mark, including LeChat logos, you must first be authorized by Tithancorp. Our logos form the graphic signature of our brand and are important corporate assets. Each logo is a unique piece of artwork and must never be recreated or typeset. Only the approved digital files should be used to reproduce a Mark. These design requirements will help you reproduce the LeChat Marks with precision and consistency. Preferred Logo - Clear space Always maintain a minimum clear space of 1 " around the a LeChat Mark to preserve its integrity. This space isolates the signature from distracting graphic elements such as copy, photography, or background patterns and gives the LeChat Mark prominence and impact. Logo Minimum Sizes To protect the integrity, legibility and impact of LeChat Marks, a LeChat Mark must never be reproduced in sizes smaller than specified here. For print applications, do not reproduce the preferred Mark in sizes smaller than 1.5" inches or 0 pixels wide. When using GIF and.jpeg files for web or video applications, the preferred mark should never be presented in sizes smaller than 1.50" inches or 108 pixels wide. Primary Color Palette Black and White comprise the primary color palette. The following provides details of the preferred colors for reproduction of the LeChat Mark. Rich Black with Clear White Pantone Blue 80 C with Clear White (used only with special permission) Pantone Metallic Blue 818 C with Clear White (used only with special permission) Background Control White is the preferred background for presenting the LeChat Marks. To protect its integrity, backgrounds must never compete with the Mark. When the LeChat Mark is placed on a black or dark background, the Reverse Mark should be used. It is important to always ensure that there is sufficient contrast between the LeChat Mark and the background. When backgrounds contain patterns, the patterns should be subdued so that the LeChat Mark remains readable. Insurance and Membership Specialists Start with a category you are comfortable with, says Denise. If you are new to competitions then start with the Salon Nail Challenge category where you are marked on your technical ability and structure rather than your application. If you have been in the industry a while and are comfortable in pink and white then the Top Tech Competition pink and white category is for you. Student National Nail Tech Students can also enter the National Nail Tournament which features three dedicated categories, increasing confidence and picking up some really useful tips to make them a better professional. As well as naming winners (1st, nd and rd place) in each Student category, the competition will reward the Student nail tech with the overall highest score, taking into account all points accumulated for 1st, nd and rd placements of competition including Student Tech Tip & Overlay Challenge, Student Tech Permanent Polish and Student Boxed Nail Art. All competitors taking part in the tournament received a goody bag from our fantastic sponsors worth over 100. We would like to thank all our sponsors for their continued support and offerings for the goody bags. If you weren t ready to compete in this years tournament, then the dates for next year are th & 5th March 018. Keep an eye out on for when registration for 018 opens. On the flip side of competing! Beauty asked Amie Pike, winner of the National Nail Tournament 01 what it was like to receive a prize of judging for UK Nail competitions. "I have to say I'm loving the judging side. I have been entering competitions for over 8 years and its been a dream to be on the judging panel, at the moment I'm not missing competing. I have learnt how much hard work goes on behind the scenes with Denise whole team. Also for all the judges that are apart of the panel giving up their time and knowledge! I don't think people realise how much hard work is involved. Scotland was great for me as it eased me into judging, Birmingham was my second competition to judge and again what an amazing experience. They had a huge number of entries this year with 00 competitors! Denise is always looking to improve and update the judging sheets. She has now added a comment section for the judges to help with feed back for the competitors. I think this is a great idea as it allows competitors to read and improve their skills in their own time. I would recommend to all competitors to aim towards judging, it's what all the hard work is for. I've trained with the worlds best nail technicians and I've won several awards, but there is always room for improvement. I want to keep training and developing new skills as the nail world is changing all the time. So a day as a judge is quite intense, we were all sent a schedule sheet before to know the times we were judging and what category for. Each category we judged is broken down into specific areas and each judge had there own area for each competitor. We were all in the judging booth where only a small space allowed a hand to enter under the screen. Its completely blind judging, all we can see is a hand and their badge number stuck to their hand. To be honest you are so focused judging the nails you forget there is a person at the end of the hand. The sheets have recently been updated so none of the other judges opinions can influence another judge. As a competitor I always doubted this, but being on the other side has been an eye opener. There are strict rules and standards for judges to follow. Its just amazing how well its run. The standard and numbers were the highest in Birmingham which was amazing and the biggest I've ever seen. There were lots of colleges and salons competing together which always boosts team morale. I always train and encourage my staff to enter competitions. All in all my journey has been fantastic. In my opinion I know that a lot of the competitor's only want to see the big name judges on the panel, but they were like me at one stage in there career. I hope to one day be as successful as those ladies, I will keep training and updating my skills to be at the top of my game. I love sharing and helping fellow competitors improve as its the highlight of my job. The next competition is Manchester and Dublin, I'm super excited to be apart of the panel again. Adding more experience and knowledge to my career." If you want to be named Overall winner like Amie, Registration for the 017 National Nail Tournament will open on the 1st October 01. The theme for photographic and boxed nail art categories is Tropical Garden. The National Nail Tournament Area showcases creativity, originality and talent with sponsorship opportunities

8 From Student Student Membership & Insurance Tours including annual brand initiatives,000 Insured Students,700 Mobile Text Messages 150 Presentations 0 VIP Luxury Show Coaches,000 s

RDS, DUBLIN 1-1 MARCH 017 For Full Details, Terms of Business, Application Forms, Policy

above to Qualified Professional Beauty, Complementary, Nails/Tanning/Make-Up, Hair & Salon

Tanning & Make-Up Salon Visit us at the Beauty Show where you can take out or renew your

5 Million Professional Indemnity, Public Liability & Product Liability Plus take advantage

Ireland Beauty is the industry Members who bring their magazine issued 10 times a year

FREE Dermalogica gift Free Dermalogica gift when you bring your www.aitireland.

9 RDS, DUBLIN 1-1 MARCH 017 For Full Details, Terms of Business, Application Forms, Policy Wording and Explanatory Documents are available to view online at the website address above to Qualified Professional Beauty, Complementary, Nails/Tanning/Make-Up, Hair & Salon Membership & Insurance The best looking insurance package Beauty Hair Complementary Nails, Tanning & Make-Up Salon Visit us at the Beauty Show where you can take out or renew your policy with ABT Ireland. Packages Include 1 Months Cover for:.5 Million Professional Indemnity, Public Liability & Product Liability Plus take advantage of: FREE Beauty Magazine Goody-bag and Cupcakes Subscription worth Available for all ABT Ireland Beauty is the industry Members who bring their magazine issued 10 times a year membership card to the stand. FREE Dermalogica gift Free Dermalogica gift when you bring your membership card to the stand. The Therapists most popular choice Phone Line: Ireland and UK s leading trade membership & insurance organisation representing over 15,000 business owners

10 FHR SHOW RDS, DUBLIN - 5 MARCH 018 D8 D50 F5 F5 G5 5 E51 F51 F50 E8 E F8 F E F7 F E F F5 1 7 D E8 E1 F8 5 Expanding Opportunities Upstairs D1 D0 D E E F F1 7 F5 Educational Zone ABT CPD Seminars Accreditation Club Sponsorship Lounge VIP Panoramic Restaurant Exhibitor Lounge D5 D D D1 E8 E E E 1 F0 F D17 E1 F1 1 D1 STAND SALES: 5 Contact: Brett Fairholm Tel: brett@aitireland.com D1 D F10

11 FHR G H5 H5 H55 J K5 L5 L5 L5 M5 G51 H7 H50 K50 G8 G H8 H J8 K8 K L8 L51 L M50 M8 M N5 G G5 H J J K K1 L M1 G G H H G1 J1 J5 J K K K L L L0 M M DEMO STAGE G8 G H8 H J8 K L8 L M8 M G G G J H H J J K L L M7 M M5 Platinum Club FHR G H0 1 M0 G8 H8 J8 K8 K J G G 5 G H J K L L1 L L11 1 G1 H1 K1 1 G10 H10 J10 K10 L10 M EXIT 10 H8.5 K8 Standard Fast Track VIP Entrance

12 A Beautiful Family SHOW MAGAZINE Based Enquiries Dave Horton: (Landlines Only) Brett Fairholm: + (0) or brett@aitireland.com UK Based Enquiries

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