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.
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