Every working skin care and spa professional knows the importance of keeping current in treatment technique and business skill to stay competitive. It seems that every week there is a new skin care device and product line asking for attention, each promising a more advanced way of producing client-pleasing results. Who wants to risk falling behind when trying to keep up with an ever-expanding field of aesthetics professionals all looking for the same client? 

Consider all the options for information, education, and training: online classes and podcasts, vendor-sponsored seminars, independent trainers, and tradeshows, to name a few. Given that most professionals –whether self-employed or by a spa or salon – have limited time and resources to devote to higher learning. This is especially true when educators require travel and time away from work to participate in programs. Given all this, how do industry trade events rate when choosing how and where to invest precious financial resources? 

IT’S A MONEY THING

The first thing to understand is that tradeshows are typically for-profit businesses, and like any business that hopes to stay viable, it must make money to realize that goal. Therefore, tradeshows always stick to a model that makes sense for them first, not necessarily those who attend them. That means everything attendees might want them to, they may not prove to be. Everyone would love free entry, free classes, educational topics that best reflect their practice interests, and locality to eliminate the need for travel and time taken away from work. Unfortunately, no tradeshow can provide all those things, but, like the tradeshow itself, attendees need to regard the time and money devoted to a trade event as a business investment – one that hopefully, converts into more skill, confidence, and income over time. That calls for a smart strategy for both deciding which shows to participate in and how much time and money to spend there.

SIZING IT UP

Size does not always matter, but it can. Is a bigger tradeshow a better one? That depends on individual expectations and needs. There are several well-established events that attract thousands of attendees, each featuring a large roster of independent and vendor-sponsored classes. They will have a vast exhibit hall populated by industry-related businesses with the latest treatment products and equipment available with a dash of technical demonstrations peppered throughout the floor. There may be an event-related kickoff party where attendees can meet with fellow skin care professionals and make some new friends or valuable contacts. The larger shows are often located in major cities that make an ideal destination for combining a tax-deductible business trip with some fun tourism, such as in Las Vegas, New York City, or Miami Beach.

Smaller trade and educational events have their merits too. While not always scheduled in the most glamorous of areas (often as a way for promoters to shave costs and serve more out-of-the-way markets) they can have their own unique selling points. Frequently organized by trade associations or independent businesses, these compact shows offer a more personal, intimate professional experience in a casual setting. In such programs, it is easier to intermingle with fellow attendees and even some of the guest speakers as they are not as overwhelmed by as big of an admiring post-presentation audience as larger venues. 

Douglas Preston’s career spans over 40 years in professional aesthetics, acne treatment and training, and aesthetician career mentoring. His business articles appear in many of the top trade journals and magazines. Preston’s career growth book, “An Esthetician’s Guide to Growing A Successful Skincare Career,” is a top-seller among ambitious working skin care professionals. In 2022, Preston was inducted into DERMASCOPE Magazine’s acclaimed Academy of Legends, a coveted distinction for spa and skin care professionals who have made exceptional contributions to the growth and excellence of the aesthetics industry. Preston is the creator of the celebrated, Preston Comedone Rxtractor, a special precision tool for the removal of follicular blockages in skin, widely used by professional aestheticians throughout the world. Preston Acne Pros offers congestive acne training and acne therapist certification both online and through in-person classes. prestonacnepros.com.