ISSE 'Total Beauty Event' Brings Best of Beauty to SoCal

Produced by the Professional Beauty Association (PBA), the 2014 International Salon and Spa Expo Long Beach (ISSE Long Beach) continues to be the West Coast's largest and most influential total beauty event. An energetic crowd of nearly 40,000 beauty professionals from around the world attended the show. PBA's ISSE concept has evolved beyond the traditional "hair show" to be the industry's most complete beauty event for professional hair, nails, cosmetics, esthetics, wellness, massage and advanced education.

ISSE Long Beach is known for its diverse exhibitor base, and 2014 was no exception. Known as the launch pad for new beauty products and services, ISSE Long Beach 2014 featured a sold-out expo floor, welcoming more than 350 leading beauty brands. Ranging from international beauty leaders to indie trendsetters, exhibiting brands included CAILYN Cosmetics, Clairol Professional, Conair, Glycelene, Moroccanoil, OPI Products Inc., Vidal Sassoon, Wella Professional and Zotos International. ISSE was also excited to welcome first-time exhibitor Aveda to the show floor this year, which also marked the return of the company to any expo floor in multiple years.

PBA streamlined the check-in process this year, expediting the process and improving the attendee's experience. New and improved attendee check-in processes, including online ticket activation and a PBA member only check-in line, sped up the entry process and eliminated long lines and wait times.

ISSE Long Beach also featured more than 150 complimentary education sessions. Spanning all three days of the show, classes covered all aspects of hair, nails, makeup, skincare and wellness. Educators included Allen Ruiz, Berry Bachen and DJ Riggs, Major League Barbers, Enzo Milano, and OPI.

ISSE Long Beach 2013 Show Highlights

ISSE Long Beach 2014 saw the continued expansion of its increasingly popular EstheticsAmerica & Wellness Pavilion, which provides a dedicated environment for skin care, cosmetics, massage, wellness, and the latest in treatments and education for these rapidly expanding segments of the beauty industry. CIDESCO Section USA education was again offered in 2014 and continues to be a desirable option for many esthetic professionals looking to continue their education.

PBA introduced the PBA Beauty Bar as part of the 2014 show. This new program allowed ISSE attendees to hand-select five deluxe product samples from select ISSE exhibitors in exchange for a donation to the PBA Disaster Relief Fund. PBA Beauty Bar participating exhibitors included Aveda, OPI, Orly, Repêchage, Rusk and PBA. In its debut year, this new beauty initiative raised approximately $4,000 for the PBA Disaster Relief Fund, which was founded in 1955 to provide financial support to salon professionals following the devastation of a natural disaster. Monies allocated through the Fund are intended to help professionals meet immediate financial needs, such as purchasing food and clothing and paying bills. The PBA Beauty Bar is PBA's newest charitable program in its continued effort to give back to the professional beauty industry.

ISSE Competitions Were A Success

In addition to the returning ISSE Hairstyling Competitions, PBA and ISSE were proud to host for the first time Major League Barber's Hot Hands Barber Brawl competitions. ISSE Long Beach competitions kicked off with the Barber Brawl on Sunday, January 26, 2014. Competitors registered for categories, including Original Tag Team - Design and Color; Conservative - Basic Haircut; Fastest Barber in the World - Bald Fade; and, Shear Crazy - No Machines, Just Shears. Winners received an array of tools and products to enhance their barbering career.

Continuing the success from 2013, ISSE Long Beach brought back its Hairstyling Competitions in 2014. Open to students and licensed professionals, the hair competitions allowed individuals to show off their skills and win cash and career prestige. The NailPro Nail Competitions, sponsored by NailPro Magazine, featured an array of new and seasoned entrants. Winners were awarded cash and prizes depending on placements. For a complete list of winners, please visit probeauty.org/competitions/isselb/.

The NAHA Stage featured past NAHA winners and multi-category finalists in an intimate setting where attendees learned up close and personal from some of the industry's biggest stars on how to take a winning NAHA collection from concept through submission. Presenters included Faatemah Ampey, Steve Elias and Maryl Velbeck.

Next year's International Salon & Spa Expo will take place January 24-26, 2015 at the Long Beach Convention Center. ISSE Long Beach is open to licensed salon/spa professionals, cosmetology students and instructors only. To maintain a professional atmosphere, attendees must present proof of license and a valid photo ID. For additional information and photos from ISSE Long Beach and updates on next year's show, please visit www.probeauty.org/isse.