This was my first time attending the IMATS (International Make-Up Artist Trade Show) and I was lucky enough to be offered a press pass which gave me complete access to the 2 days running (July 21st to 22nd), regular ticket was $35 CAD for a day for $60 CAD for 2 days.
Professional makeup artists from fashion and film may all have brought their latest tips and techniques to the stage at the IMATS, but the biggest draw at the annual show was no doubt the hefty discounts offered by most vendors — with no sales tax (so you save an extra 12%)!
Make Up For Ever was 40% off Canadian retail (the Aqua Lipstick/Shadow/Cream were 50% off). I expected a long lineup as some reported they waited an hour in line at last year’s show, but when I was there in the mid-afternoon, there was just a few people browsing. I bought 2 tubes of my favourite concealer of all time (you can read my review on it here).
NYX was 30% off off Canadian retail price. Even after the discount, prices were still marked up! For example, Powder Blush was $7 CAD at the show but it is listed for just $6 USD (regular price) on its official U.S. Online Boutique! That being said, $7 is still cheaper than $10 + 12% sales tax (if you were you buy it retail in Canada).
Art and makeup brush manufacturer, Royal & Langnickel, offered 50% off US retail (cash or credit only).
I had a brief chat with a few of their staff and they were very approachable, friendly and knowledgeable. Their brushes are very nice for the price ($3-20 CAD at the show)! All kabuki brushes were $8 each.
I picked up a few for myself as as gifts. I highly recommend checking them out!
I haven’t heard of Crown Brush prior to the show. Everything was selling for Canadian retail price, no discount was offered.
I wasn’t impressed by them at the show — all the brushes I checked out felt rough and the sales staff I talked to didn’t seem to want to be there. I asked her a few things about the brushes they had and her replies were quite curt. Frankly, I was quite surprised by her attitude considering I had a bright yellow press badge around my neck! Even if she was having a bad day, surely she could have mustered up a smile for that short duration (or avoid me when I approached the table)!
Japan’s luxury handcrafted brush brand, Hakuhodo, was there — US retail price with no discount, but everything was there. Sadly, it seemed to be one of the quietest booths there. I guess it was hard to lure customers when Royal & Langnickel was just a few steps away.
Their formal business attire — standard ‘uniform’ in Japan — certainly didn’t help when everyone else (the other exhibitors) had a casual-cool vibe going with funky makeup (and tattoos)!
I wanted to take a few close-up shots of their traditional makeup brushes but the Japanese sales woman hovered beside me the whole time without saying a word — and an older saleman there kept staring in my direction. Needless to say, I left pretty quickly.
There were a few independent ‘professional’ makeup artist brands that I have never heard of like Eve Pearl. They didn’t really spark my interest at the show so I only took a quick glance at them. From what I’ve gathered at the show, these brands are actually quite popular as YouTube beauty gurus always rave about them. Apparently a few famous YouTube makeup gurus were there as well but I don’t know any of their names… or know what they look like (I rarely watch YouTube videos).
My personal favourite part of the show is actually the Make-Up Mueseum where various pieces created by special make-up effects studios for movies and TV are on display up close.
Out of the six cities IMATS is held in, Vancouver had the least exhibitors — and many are from makeup schools and body art/special makeup effects. I can’t help but feel like Vancouver drew the short-end of the staw. The ticket price for Toronto’s show (will be held in November) is the same as Vancouver’s, and popular cosmetics brands dominate the show.
If you’re a budding makeup artist, it’s a fantastic place for networking but for the average person (i.e. someone who is not in the industry) who bought a ticket to the Vancouver show mainly to take advantage of the various discounts, I felt they would be greatly disappointed — unless they’re planning on spending a few hundred dollars at Make Up For Ever and Royal & Langnickel. Everything else can be bought online for the same price, if not cheaper.
From what I’ve read, IMATS Vancouver has been getting bigger (and better) every year. Hopefully this trend will continue, making next year’s show more akin to the other cities.
