THE MAKEUP SHOW EXPANDS TO MIDWEST WITH ADDITION OF THE MAKEUP SHOW CHICAGO, JUNE 12–13, 2011

NEW YORK, NY (August 9, 2010)–After celebrating a successful 5-year anniversary and with the recent acquisition of The Makeup Show by Metropolitan Pavilion Events & Production from The Powder Group earlier this year, The Makeup Show announce today it is expanding to the Midwest with the addition of The Makeup Show Chicago in 2011.

The Makeup Show Chicago will take place on June 12 and 13 at a 12,000 square feet space, Venue One located at 1044 West Randolph Street, Chicago, IL 60607.

Co-founded by Metropolitan Pavilion Events & Production and The Powder Group in 2005, The Makeup Show was started by makeup artists for makeup artists. The first show launched when consumer spending was high and transition to digital broadcast TV called for brands to create makeup suitable for High Def. Each year since, and despite the recession, the show has broken previous year records in revenue and attendance, with a growth rate of 20% annually.

“One of our main goals for The Makeup Show after we acquired the show was to expand the show’s potential at a national and international level. Our extensive research led us to Chicago, where the beauty industry is as much developed as the New York and Los Angeles markets. We are confident it will become the third core city where our beauty pros will find success.” –Shelly Taggar, Vice President and Managing Director, The Makeup Show

The pro-only trade show has demonstrated steady growth in the last 5 years starting with its flagship show, The Makeup Show NYC that takes place annually at Metropolitan Pavilion. Expanding to Miami in 2008 and annually in Los Angeles since 2009, this past May the show marked a 5-year milestone with a record attendance of over 5,000 professionals and over 70 key makeup brands including Inglot, Smashbox, Becca Cosmetics, Dermalogica, Embryolisse, Face Atelier, Iredale Mineral Cosmetics, Korres Natural Products, L’Oreal, M.A.C Cosmetics, Mario Badescu Skin Care, Shu Uemura, to name just a few. The Makeup Show will also be expanding to Berlin, Germany as the first European destination in 2011.

While the makeup industry remains competitive, brands are looking to leave their mark at shows like The Makeup Show. Top brands have supported the show from the very beginning including its core sponsors Make Up For Ever, Temptu Pro, Crown Brush, Alcone, as well as small start-ups who have grown with the show to become successful pro-brands.

Unlike other shows, The Makeup Show is specifically tailored to professionals and students. The Makeup Show emphasizes creativity and education through extensive hands-on seminars and workshops led by key makeup artists such as Charlie Green, Joanna Schlip, Tegan Taylor (Avatar), Louie Zakarian (Saturday Night Live), Dany Sanz, Eve Pearl, Johnny Lavoy, Billy B., Kate Best, Sharon Gault, and many more. The brands and attendees benefit from the intensive one-on-one networking and career building environment the show creates.

“As the only pro industry show The Makeup Show has become known as a resource for artists in all areas of the industry and Chicago is an important market for our industry. Chicago is the most American of big cities and always a destination known for its premiere salons and spas, becoming recognized on an International level for the talent and true artistry that is happening there in fashion, television, theatre and film.”– James Vincent, Director of Education and Artist Relations, The Makeup Show.