THE INTERNATIONAL CONGRESS OF ESTHETICS AND SPA IN MIAMI BEACH, FL, enjoys tremendous success against all odds

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1 SUNNY TRIUMPH! THE INTERNATIONAL CONGRESS OF ESTHETICS AND SPA IN MIAMI BEACH, FL, enjoys tremendous success against all odds THE 2009 MIAMI BEACH Interna tional Congress of Esthe tics and Spa (ICES) took place from May 2nd through May 4th. Nothing could keep skin care and spa professionals away from the beauty industry s top educational conference. Attendance was steady on all three days, with skin care and spa professionals arriving from all over the globe, including Central and South America, southeastern states including Georgia, Alabama and Mississippi, and the East Coast from top to bottom, plus the Caribbean. The beautiful setting for the conference set the tone for the three-day event. Exhibitors enjoyed tremendous sales success despite the economy, as buyers were shopping left and right. The Miami ICES is consistently an excellent show. We completely sold out of our merchandise, said Bronze Biologic owner Bobby Vitality. The quality of the professionals is amazing it allows me to get my products in front of my target market and spread my business into new places. I expanded my client network into Latin America, Canada, South America and Mexico at the [Miami Beach] trade show. Exhibitors appreciated the abundance of networking opportunities. I was pleased to meet so many professionals from outside of the United States, said Tina Zillman, president of Advanced Rejuvenating Concepts, The mix of educational workshops and General Session The mix of educational workshops and General Session classes has given us the opportunity to expand our Latin American and European client base. Tina Zillman, president, Advanced Rejuvenating Concepts BY AMANDA CLINTON Page 22 Les Nouvelles Esthétiques & Spa July 2009

2 the international congress of esthetics and spa top to bottom: Alicia Pozzo, Eugenia Chaieb and Nina Curtis; Nina Curtis, Christine Cowheard, William Strunk above: Uncork Your Success: Maximize Your Skin Care Business, by Lydia Sarfati enthusiastic attendees July 2009 Les Nouvelles Esthétiques & Spa Page 23

3 classes has given us the opportunity to expand our Latin American and European client base. Éminence Organics president Attila Koronczay was especially pleased with the level of attention and interest the company s products and classes received. Hundreds of attendees watched Émin ence s international trainer Kara Pettis master classes, and many lined up to ensure their spot in her seminar, she said. Éminence looks forward to participating in this incredible show again next year. The Miami Beach show to be the preeminent portal for our industry with the markets of the Caribbean and South America, declared Pedro Ortega Dardet, president of Wilma Schumann Skin Care. As usual, we had the opportunity to meet with old friends and clients from Florida and the Northeast who love coming to this show. Informative sessions The three-day conference featured General Session lectures and demonstrations, manufacturers workshops, an Advanced Salon/Spa Business Seminar and the return of the Green Summit. General Session topics included: Four Hands Massage by Eugenia Chaieb and Alicia Pozzo Anti-Aging Oxygen Treatment by Christine Cowheard Uncork Your Success: Maximize Your Skin Care Business by Lydia Sarfati From the Fashion Runways of Europe: The Latest in Airbrush Makeup by Roque Cozzette This was one of the most well organized and professional venues. Roque Cozzette, speaker top to bottom: Roque Cozzette, Bio Jouvance workshop, Christina M. Zehavi, busy show floor Page 24 Les Nouvelles Esthétiques & Spa July 2009

4 the international congress of esthetics and spa miami beach So much was covered at the show that I can apply to my business services back home! Anabelle, attendee from Brazil top to bottom: Tina Zillman, Studio Beauty/Sun Labs booth, Repêchage demo Madame Butterfly Biological Silk Fibers Treatment by Christina M. Zehavi Melasma: Understanding and Correcting a Common Condition by Tina Zillman Manscaping Head to-toe Male Waxing Techniques by Daniel Francoeur The Business of Skin Care Where Will You Be in 2010? by Christine Cowheard, Karina Geoffrey and Lydia Sarfati This was one of the most well organized and professional venues out of the 12 to 15 shows I attend each year, said speaker Roque Cozzette. I felt very well taken care of the Miami show is very unique in that it is the perfect outlet to reach out. It was a wonderful experience, said Lydia Sarfati of Repêchage. As always, the General Session was the best in the country! The male waxing lecture by Daniel Franceour was very impressive, said Caesar, a spa owner from Barbados. I learned a whole new set of techniques I can use with my growing male clientele, and the tips he gave for making male clients more comfortable in the spa were invaluable. I really came out of the conference with a lot of new ideas to bring home to my business, said Anabelle, a skin care professional from Brazil. From the creative massage techniques and the latest anti-aging skin care treatments to the airbrush makeup so much was covered at the show that I can apply to my business services back home! July 2009 Les Nouvelles Esthétiques & Spa Page 25

5 the international congress of esthetics and spa miami beach Without a doubt, I definitely picked up some valuable information I can use in my services, said Karen, a facialist from Fort Lauderdale. I attended the General Session as well as many of the manufacturers workshops and got to hear about all kinds of innovations about dealing with and treating acne, aging and all kinds of other skin conditions. I also left with quite a few exciting new products! Educational extras The hugely popular Green Summit returned to the Miami ICES this year. The lectures at this year s conference included: The Green Wisdom of Ayurveda by Robert and Melanie Sachs Going Green to Cut Costs and Enhance Your Business Chi by Rhana Pytell Green Spa or Green Wash? by Mark Wuttke Robert and Melanie Sachs, regular speakers at the ICES shows, expressed their excitement over the event. As usual, Miami ICES exceeded our expectations. We love the international flavor of the show. But more importantly, in times that seem so dire, we felt that participants were more earnest and committed to finding products and services that best serve their clients than just good deals, said Melanie. The Advanced Business Seminar featured two lectures by award winning educator Louis Mattassi. He spoke In times that seem so dire, we felt that participants were committed to finding products and services that best serve their clients. Melanie Sachs, speaker top to bottom: Manscaping Head-to-Toe Male Waxing Techniques, Gabriel I. Noda s makeup workshop, Wilma Schumann Skin Care workshop Page 26 Les Nouvelles Esthétiques & Spa July 2009

6 about Shoestring Marketing and All Hail Retail two highly relevant and timely topics. I was quite impressed with the quality of attendees at the show, said Mattassi. They seemed eager and hungry for education the diversity and variety was great. Thriving business The all around success of the Miami Beach 2009 conference despite the ongoing economic recession and swine flu outbreak is a testament to the resilience of ICES and the skin care and spa industry as a whole. Field professionals are a determined group of people who refuse to miss out on the prime networking, sales and learning opportunities that ICES offers. The packed classrooms, bustling exhibitors floor and strong sales reports prove it! n Les Nouvelles Esthétiques & Spa and Dermascope magazines cosponsor four International conferences/trade show annually in Dallas, TX, Miami Beach, FL, Long Beach, CA and Philadelphia, PA. International Congress of Esthetics and Spa 2009 conferences: Long Beach, CA, September and Philadelphia, PA, October ICES 2010 conferences: Miami Beach, FL, April 10-12, Dallas, TX, May and Long Beach CA, September top to bottom: Green Spa Network booth, The Business of Skin Care Where Will You Be in 2010?, Lady Burd booth Amanda Clinton is the editorial assistant at Les Nouvelles Esthétiques & Spa. her at amanda@lneonline.com. July 2009 Les Nouvelles Esthétiques & Spa Page 27