The Professional Beauty Association’s first annual PBA Executive Summit, held in Scottsdale, Arizona, brought together 135 executives from top beauty companies, including Andis, DePasquale Salon Systems, Dermalogica, Joico, Matrix, OPI Products, Inc., Sally Beauty Supply, Ulta, Zotos and many more. The sold out December 4th and 5th event provided attendees the opportunity to learn from leading business experts on how expanding technology and social connections has transformed marketing and communications in the beauty industry.
“We are very pleased with the success of this event. To be able to bring together so many beauty professionals to network, socialize and grow with each other is an honor. This event was a testament that beauty professionals share a continued goal to grow and constantly improve their industry,” said Steve Sleeper, PBA Executive Director.
This year’s theme, Consumer IQ, was reinforced through presentations by event speakers Jane Buckingham, Steven Berlin Johnson and Carrie Mellage. The speakers explored the trends that Generation Y and Millennials are responding to, as well as examined comprehensive industry data that can forecast upcoming trends applicable to business strategies heading into 2015.
Moderating this inaugural summit was former CNN Anchor and NBC Correspondent Gene Randall, who has been front and center to chronicle global events over the course of his impressive career span. His keynote address praised PBA for its charity initiatives and dedication to bettering the beauty industry.
Buckingham started off the summit with her session What Gen Y & Millennials Want from Your Brand, where she explored the similarities and differences between the variety of generations, followed by advice on how to market to each individually. She concluded her presentation by emphasizing that with all generations, honesty is the best policy and in-depth, thorough research is a must to connect with today’s consumers.
Mellage followed by discussing the results of a revolutionary, first-of-its kind comprehensive study, Kline Pro, produced in collaboration between Kline & Company, Inc. and PBA. Her presentation provided data that will be valuable in identifying trends, benchmarking performance, and evaluating competitive beauty related sectors. The results of this study will aid in the decision-making process for businesses involved in the professional beauty industry.
Johnson rounded out the individual presentations with his session Where Good Ideas Come From, which discussed what environments foster ideas and how to encourage creativity and grow business in the beauty industry. He highlighted on history’s innovators and how their great sense of curiosity ultimately lead to the future as we know it.
The event concluded with an intimate Q&A session with all three speakers, hosted by Randall, which reinforced the theme of the event that technology and social connections are shaping marketing and communication within the beauty industry and how flexible marketing toward all generations can excel your brand.
[Image courtesy of YCCA]