ISSE Kicks Off Show Season with Huge Crowds and Record-Breaking Paid Education

By Stacey Soble | 02/02/2011 4:06:11 PM


The Professional Beauty Association (PBA) kicked off 2011 with another successful International Salon and Spa Exposition (ISSE) in Long Beach, California. Beauty professionals from all segments of the industry turned out in full force for ISSE Long Beach which marks the first of two ISSE shows. Following ISSE Long Beach, ISSE Midwest makes its debut March 26 - 28, 2011, in the Chicagoland area. ISSE Long Beach 2011 reaffirmed its position not only as the West Coast's largest and most influential professional industry event, but as one of the top international beauty shows where many new companies, products, services, and trends are launched.

In line with 2010's record attendance, approximately 40,000 beauty professionals descended on ISSE Long Beach's sold-out show floor for the latest products and education from some of the world's leading and up-and-coming beauty companies and professionals. Participation in ISSE Long Beach's expanded array of over 250 educational opportunities, included as part of the ISSE Long Beach ticket, far exceeded expectations with many at or near capacity. Paid education classes were also highly attended and surpassed sales targets.

"The Professional Beauty Association (PBA) is always striving to improve the International Salon & Spa Expo (ISSE) experience. By enhancing the amount and scope of educational opportunities along with launching the EstheticsAmerica & Wellness Pavilion, ISSE Long Beach and our new ISSE Midwest show are focused on the needs of beauty professionals from all market segments," said PBA Executive Director, Steve Sleeper.

Known for bringing in some of the biggest names in the beauty industry, ISSE Long Beach 2011 featured enthusiastic crowds for presenters such as Beth Minardi, Michael O'Rourke, Martin Parsons, Charlie Price, J's Hair Studio & Academy, Sassoon Academy, Kim Vo, and Sandra Yu. Celebrities, such as Entertainment Tonight anchor Nancy O'Dell, and hairstylist and host of Tabatha's Salon Takeover, Tabatha Coffey, were on hand. O'Dell filmed a segment for Entertainment Tonight on how ISSE Long Beach is the place to find the hottest new beauty products and Coffey signed copies of her new book, It's Not Really About the Hair. Key exhibitors included: Conair/RUSK/BaBylissPro, OPI, TIGI, CND, Joico, Clairol Professional, Farouk/CHI, Moroccan Oil, Wahl, and Repêchage. Onsite renewals for the 2012 show were very positive, showing the importance the industry places on being at ISSE Long Beach.

ISSE Long Beach 2011 Highlights:

Overall Trends: Smoothing services continued to be popular with more brands introducing a smoothing service treatment and/or featuring new ingredients to improve existing formulations. Colorful, spineless feathers that attach to the hair and can be blow dried, flat ironed, and dyed were a big hit with many stylists using them for a perfect accent piece. Argan oil from Morocco continues to remain popular and is being used in a wider array of beauty products from skincare to styling tools.

All types of education were in high demand. Beth Minardi's Conversations in Color was intimate and informative with attendees able to capture the essence of Minardi's secrets of color success. The debut of the North American Hairstyling Award (NAHA) Room featured NAHA winners, such as Steve Elias and John Simpson, gave participants the inside track on how to win a NAHA. Business building classes were well received by attendees wanting to learn how to better market and grow their business.

Skincare & Wellness: The debut of the EstheticsAmerica & Wellness Pavilion devoted to skincare, cosmetics, health and wellness products, services, and education was well received by exhibitors and attendees alike. The new pavilion is exclusive to both ISSE shows and provides this fast growing market segment with an experience unmatched at industry events. Continuing Education (CE) credits were also available to massage and wellness professionals along with advanced training from CIDESCO USA.

Focus on the Latino professional: ISSE Long Beach, in partnership with the National Latino Cosmetology Association (NLCA), continues to focus on this fast growing market segment. The ISSE Long Beach Latino Fashion Theater continues to grow and be a top venue for new cut and color trends.

The ISSE show model will launch in the Chicago market with ISSE Midwest, March 26 - 28, 2011. Driven by industry demand for another show option in the Chicago area, ISSE Midwest will be held at the popular Donald E. Stephens Convention Center in Rosemont, Illinois. ISSE Long Beach 2012 will be held at the Long Beach Convention Center January 28 - 30. For more information on both shows, please visit

Photos from the show:







Stacey Soble Stacey Soble, Editor in Chief of Salon Today

Stacey has been involved in the conversation of salon business for 14 years—as a reporter, a consultant and as the Editor in Chief of SALON TODAY.

Read Stacey Soble's Blogs You can e-mail Stacey at


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