NEW YORK — The industry’s first beauty and wellness consumer show is still full steam ahead. But since its inception earlier this year, show organizers have done some major tweaking to the three-day event, scheduled for Sept. 10-12, 2004, at Manhattan’s Jacob K. Javits Convention Center.
For starters, the show has a new name, Pathways to Beauty & Well Being. Prior to the name change, it had been dubbed Olympiad of Beauty.
The show also now has a theme.
“Knowledge. Empowerment. Fulfillment,” said Suzanne Grayson, the creator of the show, who is now charged with public relations and marketing duties. “Linking beauty and well-being for consumers is a very, very powerful message. Every aspect of the show teaches women another way of taking control of their lives.”
Grayson recently tapped trade show expert Ralph Ianuzzi Jr., who is based in Paramus, N.J., to manage and operate Pathways.
Pathways, which is expected to draw as many as 60,000 consumers, will cost an estimated $2 million to produce, including advertising. In turn, the show now has sponsors. Some of the most well-known consumer magazines in the industry are supporting Pathways. Allure is sponsoring the Beauty & Personal Care pavilion, as well as the Professional Salon & Spa pavilion, a recently added segment. Fitness is sponsoring the Fitness & Active Living pavilion, and Self is sponsoring the Nutrition & Health pavilion. The Personal Growth pavilion, one that will discuss everything from finance to daily organizing tips, still needs a sponsor.
Contracts to book exhibition space are currently “at the printer,” but so far, Grayson said she has received reservations to attend from Avon, Unilever, Jane, Beiersdorf, Chanel, Clarins, Lancôme, Estée Lauder, Origins, Prescriptives, Aura Science, Bath & Body Works, Victoria’s Secret and Sephora. Companies will likely pay between $35 and $45 per square foot, with prices dependent upon location in the convention center and proximity to an entrance.
Since the show is heavily focused on educating women to the various types of beauty and wellness services available at retail, on-site demonstrations of spa treatments and makeovers are planned to take place throughout the show at designated platform areas. Pathways also plans to hold more than 90 seminars each day, targeting everything from teen and ethnic issues to yoga. One seminar will be led by a master perfumer teaching consumers about the subtleties of fragrance.Pre-registration will be heavily promoted, with steep discounts for show entry for pre-registrants. “Only 100 to 150 people can fit in a seminar,” Grayson said. “We have to be careful so that the show is managed very well.”
Grayson said she has already booked the Javits Center for 2005 for Pathways, and she is also considering turning Pathways into a biannual event with a show planned for a city outside of New York.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty