I’ve been to a number of trade shows (mainly beauty rather than make-up though) but 2014 was my first time at UMAE. As much as I like to buy my make-up at shows, the seminars were fantastic and really were the highlight.
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The main floor demos and the trading was so different from any other trade show I’ve been to. For a start, there were fewer stands than other trade shows. This meant that spaces were given to pro brands only. This cut down the queues as attendees knew what they wanted and just got on with it.
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Everyone on the stands was busy but so very willing for a make-up chat and giving advice that was ‘I like this, that’s great for this purpose but not for your needs, try this…’ rather than a ‘buy me, buy me’ approach. I learnt so much and had a great time networking, it was really rewarding.
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I’ve never been wowed by trade shows until I went to UMAE. It was so different to the other shows I’ve been to. I went at 10am opening, ticked off 90% of my shopping list by 11am and spent the rest of the day in seminars. I learnt so many little tips and tricks and really absorbed a lot by observing the live demos. The character make-up and body painting demos were amazing and so beautifully detailed.

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Here’s a few of the seminars I attended:
– Stuart Bray – disguising edges when applying prosthetics
– Charles Fox/ Kryolan – Burlesque make-up (not an area I’ve worked in yet)
– Charles Fox/ Kryolan – Asian bridal looks (I use a lot of Kryolan in my bridal kit, so was keen to see different methods of use to my own)
– David Horne – Art of Male Make-up book review (Spob and Mark were also on hand)

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Initially I scoffed at the marketing team’s claim that it’s “the only pro make-up show in the UK” but it was seriously geared to pros all the way. This June will be my first IMATS (yes, seriously, I’ve never been able to make it before) and I’m curious to see how it measures up against UMAE.