On the weekend of April 6, I had the pleasure to travel up to New York to attend the International Makeup Artist Trade Show, also known as IMATS. This event, produced by Makeup Artist Magazine, is held six times a year in New York, Los Angeles, London, Sydney, Vancouver, and Toronto and is touted as the biggest gathering in the makeup community. Every year, thousands of makeup enthusiasts, from Academy Award winning professionals to makeup junkies and everything in between; flock to Manhattan for networking, education, and deep discounts on the products we love. Not to mention, as a Pro Card holder I was often awarded additional opportunities to save some coin. But more on my purchases later.
The focus of my trip to IMATS was on continuing education. Trade shows such as this give one a unique opportunity to learn trade secrets and techniques directly from the pros. Every hour there are two classes to choose from which made scheduling my day difficult at times. Of the eight classes I attended, my favorites were Brow Wow! taught by pro makeup artist Brett Friedman. He focused his class on the important role brows have in framing the face and balancing your look. I even got to experience some brow love directly from this master!
Next was the class taught by Courtney Tichman, brand manager and lead makeup artist for Obsessive Compulsive Cosmetics (OCC). Courtney’s class broke down one of the popular looks OCC created for Mercedes-Benz Fashion Week Autumn/Winter 2013. It was a very edgy high fashion look they called “industrial cabaret” that featured heavy lower liner and dark raspberry lips.
Finally, my favorite class was taught by celebrity makeup artist and pro artistry manager for Stila Cosmetics, Corey Bishop. His class was adorably named HD Makeup for the Analog Generation in which he broke down how to create a beautiful and HD friendly makeup look on mature skin.
Along with classes, IMATS draws leaders of our industry to act as keynote speakers. This year, I was able to watch the great Howard Berger and Peter Montagna, the department heads for the movie Oz the Great and Powerful, recreate the wicked witch makeup live on-stage. I may not be the type of makeup artist that works with prosthetics, but I was in awe watching the two of them work!
Last but not least, we come to the trade show floor. With its bright lights, colorful signs, and loud music, it has a way of putting the unsuspecting makeup consumer in a trance. As easy as it could have been to throw my money at every table with sparkly glitter and vibrant eye shadows, I was able to resist and only buy essential items for my kit. Well, except for a few OCC lip tars! I am most excited to break out my new Zuca backpack for my next trip to Savannah to work Savannah Fashion Week!
All in all, I am so happy to have been able to take part in the IMATS experience. It was a wonderful weekend full professional comradely and love for makeup in all of its forms. I can’t wait to put everything I’ve learned to use!
See you soon, Savannah!