By  on October 5, 2007

NEW YORK — A new beauty trade show tailored for the professional beauty industry kicks off this weekend at the Jacob K. Javits Convention Center.

Global Beauty Exhibition & Conference, the first event put on by West Haven, Conn.-based One Vision Management Group, is open to all in the beauty industry, including manufacturers, distributors, salon and spa owners, hairdressers, aestheticians, makeup artists, nail technicians and massage therapists. The show plans to offer the latest in trends, products and beauty services, but looks to be different than others since it has been designed toward professionals, as opposed to consumers. The show also taps into New York's multiethnic population.

"Thirty three percent of New York City is Caucasian. The rest is black, Asian and Hispanic. From our standpoint events in the past have not included all aspects of the culture that makes up New York," said Lorenz Hassenstein, who handles the business side of the show. He also made sure multiethnic companies were part of the exhibitor list. At press time, companies such as Bonika Shears, Golden Supreme/Cinderella Hair, London Hair, Bronner Brothers/NuExpressions and Torain Hair Fusion had committed to exhibit at the show.

To accommodate Spanish- speaking attendees, the industry's top artists will discuss the latest haircutting, color, makeup and styling trends in a bilingual format.

Michael G. Boyce, president of One Vision, is currently placing last-minute touches on the show, which will also feature 50 educational classes on beauty topics and 125 beauty exhibitors. As many as 4,000 attendees could pass through the Center's doors Sunday from 10 a.m. to 6 p.m. and Monday, from 10 a.m. to 5 p.m. Admission is $45; $25 for students who preregister. Classes are included in the admission price.

On Sunday, celebrity hairstylist and reality show favorite Jonathan Anton will kick off the conference will a keynote speech. Monday's lunch keynote address will be by Frederic J. Holzberger, the founder, president and chief executive of Fredric's Corporation, Essential Concepts and Aveda Fredric's Institute.

Boyce, who has worked on other industry beauty trade shows, most recently on the International Beauty Show, which takes place annually in New York, invested heavily in an admissions program to collect and store demographic data on all show attendees. This way, when courting exhibitors for next year's show, Boyce will have hard data on who attended. The data will allow him and his staff to better target desired show attendees for future shows."The problem with most beauty shows is they don't get demographic information so they can't say 'Fix this part,' all they can say is 'I am not happy.' The value will be knowing whether we missed something in the marketing of the show and if so, we can turn around and show it to our exhibitors," said Hassenstein.

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