Magda Fichter, a veteran trade show producer in the esthetics market, is returning to the industry with the launch of Beyond Esthetics, a new skin care and spa show that will debut August 11-13, 2012 in San Diego. Fichter’s previous show, the International Esthetics Cosmetics and Spa Conference (IECSC) was informally referred to by many in the industry as simply “The Magda Show,” because of Fichter’s passion and presence in the esthetics trade show arena. She’s back, and she says, “Beyond Esthetics is the elite spa tradeshow and educational event we have all been waiting for.”
Beyond Esthetics is sponsored by Fichter and she will be a major presence at the show, but she has established a team to handle production, exhibit sales and other services.
Jonnell Gailey, co-producer of Beyond Esthetics, spoke to MODERN SALON and discussed what we can expect from the returning show. “Beyond Esthetics was inspired by our passion and appreciation for the industry and the desire to introduce a spa show with some new twists,” says Gailey. “The show will not have a corporate feel. It’s about the fact that we know the skin care and spa industry and we want to come back.”
Many aspects of Beyond Esthetics will be similar to IECSC. “Magda had a great formula and we don’t want to `fix’ what isn’t broken,” Gailey says. “The education at Beyond Esthetics will be outstanding with emphasis on the newest technology, in-spa service demonstrations, manufacturer’s classes, lectures by industry leaders and 3-hour advanced education workshops. There will also be green initiatives with recyclable materials and eco-friendly water bottles. Each morning will begin with a Be Fit wellness segment including Zumba, Yoga and exercise classes,” she says.
Beyond Esthetics will feature a special sales pavilion and Gailey reports that many exhibitors have already taken advantage of early registration.
Gailey is co-producing the show with Niki Martin, and John Clark is handling exhibit sales and services. The show will be held at the San Diego Convention Center. For more information, visit beyondestheticstradeshow.com or call 805- 995-2602.