Thursday, June 14, 2018

A Few Minutes With The Makeup Show's Shelly Taggar



The Makeup Show, (affectionately called TMS), is an multi-site event held throughout the year that I talk about frequently on Polarbelle, my youtube channel and my Instagram account.    I like to include behind the scenes coverage, notable moments and vendors, and all the news about this unique show.  The Makeup Show is a pro-only venue held in five cities throughout the year.  Here you will find top artists and pro-driven brands presenting new products, seminars, forums and some hands on workshops.

The most recently concluded edition was The Makeup Show NYC, held in May, 2018.  It was an impressive show with vast amounts of teaching and learning opportunities, seminars, workshops and of course, shopping.   TMS is continuously evolving and bringing new forums, new brands and new experiences to the artist community.  The professionalism and excitement in the building is absolutely contagious.  I found myself wanting to know more and when the opportunity arose to interview The Makeup Show owner, Shelly Taggar, I jumped for it.


(Our conversation will be paraphrased as I took notes the old fashioned way; pen and paper.)

I learned Ms. Taggar has a background in photography and started producing events 18 years ago.   She started The Makeup Show 14 years ago, grew it slowly and it became a solo venture.  "This event is not just a trade show, but an experience to make people feel a part of the full community."  There were no makeup events when TMS started; just hair shows and Ms. Taggar wondered why there was nothing for the makeup side of beauty.  TMS became a big thing in NYC and continued nationwide from there.

It was fulfilling to me to hear the passion Ms. Taggar has for this show and I asked her how The Makeup Show differs from other cosmetic events.  She told me this is a pro-only show, no matter what.  Other shows are fan based or influencer driven, and most are consumer shows.  IMATS is a mix of the two being pro and consumer brands with pro and consumer attendees.   Many of the brands attending TMS don't do the other shows but are centered on reaching the pro artist community.

I told her how impressed I am with the amount of artist created brands at the show and asked if that was by design or a happy accident.  She told me the show is an edited event with careful choosing of brands that are displayed.  The goal is an even distribution of categories at price points that work for every level of artist; from the lower cost, mid-level, higher end and on to agency repped.   There will always be, for instance, 5 brush companies catering to the different cost levels and the same range exists in the other categories as well.  There is a long waiting list of brands that would like to be a part of TMS.

While in NYC, I was really impressed with how generous the artists in the seminars were and in sharing their time and talents.   We've all seen people who are talented in their profession who guard their knowledge like a state secret.  Not so with the artisan teachers at TMS.  I asked Ms. Taggar if it was difficult to get world reknown top talented makeup artists involved.  She told me that James Vincent was brought on from day one as Director of Artistry.  Mr. Vincent writes the education schedule for each show and consults with the brands and artists.  Sometimes there are scheduling conflicts that prohibit an artist from taking part.  The artists who are involved are usually ok with being on stage and they are people who want to give back to the industry that fulfills them.  The goal of the presentation line-up is to include business, celebrity and fashion artists as well as people who are transforming the industry like Bobbi Brown and Miss Fame.

The Makeup Show

I asked about the new I, Artist forum that was held in San Francisco this past March.  Three days of workshops and teaching!!!  I would have given up a leg to be there.  Ms. Taggar told me, "It was inspiring to be in a forum with such dedication to the artistry, from the featured artists to the every day artist attendees.  Love for artistry was everywhere.  I think everyone was excited and pumped by the energy."   Oh man, what it must have been like to be there!!

I asked about the new Momentum series of artist trainings, which sound like I, Artist on a smaller level, to me.  The idea is moving pieces of I, Artist into the market.  Some of the main sponsors of TMS will bring Danessa Myricks and James Vincent to Dallas, Vancouver and NYC for 2-3 days of intensive education.  I seriously think these people are amazing creative artists and if you haven't seen their work, please check them out on Instagram.  You'll get an idea of the quality of workshops they will present.

One of the last things I asked about is the long term vision for The Makeup Show.  I've seen so many exiciting things happen in the time that I've watched and read about it and in particular I, Artist and the new Momentum series, so I was curious.  Ms. Taggar told me the industry has changed so much in the last 5 years and TMS is trying to change and adapt and while doing so, would like to return to it's international roots, bringing this show to the global community.  The plans for TMS include remaining true to the integrity of the show while continuing to help raise the industry every day.

Can you see why I just get so excited to be in this environment?  Teaching, artistry, communication...it's all very exciting.   My thanks to Shelly Taggar for her time!

You can learn more about The Makeup Show on their site and follow them on Instagram, Twitter, and Facebook.   You can also subscribe on youtube.

Upcoming events:

MOMENTUM:

DALLAS  July 21-22, 2018

ATLANTA – August 5, 2018

NYC – August 18-19, 2018

VANCOUVER – February 2-3, 2019


WORK THE RUNWAY:
NYC - Sept 8, 2018


THE MAKEUP SHOW ORLANDO:

SEPTEMBER 15 – 16, 2018


October 13 – 14, 2018


NOVEMBER 10 – 11, 2018


10 comments:

  1. What a great get together to learn about makeup! I love events like those!

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  2. I love makeup shows, events and get together. So much to know and learn. I'll be in NYC in mid August, hope I can attend one.

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  3. What a great opportunity! These shows sound like an amazing event!

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  4. I went to IMATS half a dozen times but the last time was so crowded with casual buyers that I didn't get a chance to see anyone but Kevin James Barnett is the only one I could get close enough to. The first time I went I was able to interview the founder of Make Up For Ever but then it got too crowded. TMS would be a dream to attend.

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  5. I love watching your Snap/InstaStories when you go to these events! It seems so fun!

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  6. TMS sounds amazing. I hope to go next year!

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  7. I really didn't know all that about TMS - sometimes I feel like there are too many conferences, conventions and options but it's neat to hear the passion, the background and the reasons why something started!

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  8. What a great event for people in the community.

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  9. one year mba programs in india
    I went to IMATS about six times yet the last time was so swarmed with easygoing purchasers that I didn't get an opportunity to see anybody yet Kevin James Barnett is the just a single I could draw sufficiently near to.

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  10. I have never heard of TMS before, but sounds very informative!

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