Beauty bloggers and makeup artists across the world will tell you it is one of the most highly anticipated events of the year - the International Makeup Artist Trade Show, also known as IMATS, came to Toronto on Nov 11th & 12th (see #IMATS and #IMATSToronto).
IMATS is a two-day trade show where makeup brands and high profile makeup artists (think Koren Zander, Melissa Gibson, Kandee Johnson) come together to bring an audience of MUAs, beauty bloggers and makeup junkies a weekend of deals, demos and workshops. Last weekend I attended my 3rd show and it was probably the busiest one yet.
The show is getting bigger and bigger. After talking to some of my MUA friends, we concluded that the crowd seemed younger and more into beauty products than ever before - how else do you explain a 2-hour line up for NYX Cosmetics? And what about the $40 entrance fee (an increase from previous years)? I think it's the surge of YouTube, Twitter and Beauty Blogging that has popularized makeup and, depending on how you look at it, has either empowered young women to take their beauty to higher standards, or has made them more obsessed with the superficial fulfillment of hoarding makeup, constantly trying to make themselves prettier. Either way, IMATS is benefiting.
Five years ago, the average beauty consumer probably didn't know of all 6 ways she could use her bronzer and was probably fine with a drugstore brand and square sponge that came with it. Now after watching YT and catching up on blogs, she considers the expensive makeup more practical and needs to invest in 3 different bronzer brushes to "get the look". This newly empowered (or obsessed) consumer is willing to pay $40 to stand in line and, in some cases, push her way to get her hands on all of the products listed in MakeupGeek's last tutorial. And she's not alone. Her 16-year-old sister, who has already been experimenting with makeup for 3 years, thanks to Fafinettex, has a wish list of her top 6 MUFE products, top 3 NARS shadows and 17 brushes that she's got to get her hands on...the 12 Naked Cosmetics pigments are just a bonus.
I am not sure if this is social media influence good or bad...
The good path: On one hand, young women are now feeling more empowered to take ownership of their beauty - they are watching out for toxic ingredients in their products, they are starting important skincare routines, and they are finding creative outlets to express themselves (through colours, contours and shading). They are attending shows like IMATS to learn more about the products and to find inspiration from highly admired professionals.
The not-so-good path: On the other hand, young women are running high credit card bills to ensure they are getting the latest and greatest products, they are spending more time watching pretty girls on YT twitpic-ing their latest kissy faces, showing off their Orgasm blush. These women are now criticizing others for having chipped nail polish or for wearing the wrong pink lipstick at the wrong time of year, because the guru-of-the-month clearly said this Fall is about rose-pink not peach-pink, duh - how did you not know that? These women are attending IMATS only to feed their hunger and hoard more makeup, enabling them to have even prettier twit-pics and blog photos.
I love that someone who would never touch lipstick 2 years ago is now ready to experiment after watching someone (she can relate to) post a video on how to choose the right shade - this is what I try to achieve with my blog. But it also really bothers me that 14, 15 and 16-year-olds are already obsessed with plumping their lips and contouring their cleavages because their blogger idols gave them 5 Easy Tips to Win More Attention.
I think I stand somewhere in the middle of the good and not-so-good paths. I attend shows like IMATS to stock up on items needed in my makeup kit, check out the latest products from some of my favourite brands, learn a thing or two from professionals, and yes, succumb (a little) to my slight obsession with beauty products. But I'll admit that on occasion, I get caught up in beauty-junkie-land and find myself buying products just because Kim Kardashian said they make her boobs bigger...and I am guilty of posting twit-pics every so often.
Anyway, this post was supposed to be about my IMATS haul, but it quickly took a turn in a different direction! I guess my point is that thanks to social media, young women are at least more aware of what's available to them and are helping shows like IMATS grow bigger and better. Whether it is to facilitate a path of empowerment (the good path) or to enable a superficial addiction (the not-so-good-path), IMATS is there, responding to the demand.
So let's continue to write our blogs, post our videos and chat over Twitter...and let's hope the good path wins.
I'll post my haul photos later this week!
- Anjali
xoxoxo
IMATS is a two-day trade show where makeup brands and high profile makeup artists (think Koren Zander, Melissa Gibson, Kandee Johnson) come together to bring an audience of MUAs, beauty bloggers and makeup junkies a weekend of deals, demos and workshops. Last weekend I attended my 3rd show and it was probably the busiest one yet.
The show is getting bigger and bigger. After talking to some of my MUA friends, we concluded that the crowd seemed younger and more into beauty products than ever before - how else do you explain a 2-hour line up for NYX Cosmetics? And what about the $40 entrance fee (an increase from previous years)? I think it's the surge of YouTube, Twitter and Beauty Blogging that has popularized makeup and, depending on how you look at it, has either empowered young women to take their beauty to higher standards, or has made them more obsessed with the superficial fulfillment of hoarding makeup, constantly trying to make themselves prettier. Either way, IMATS is benefiting.
Five years ago, the average beauty consumer probably didn't know of all 6 ways she could use her bronzer and was probably fine with a drugstore brand and square sponge that came with it. Now after watching YT and catching up on blogs, she considers the expensive makeup more practical and needs to invest in 3 different bronzer brushes to "get the look". This newly empowered (or obsessed) consumer is willing to pay $40 to stand in line and, in some cases, push her way to get her hands on all of the products listed in MakeupGeek's last tutorial. And she's not alone. Her 16-year-old sister, who has already been experimenting with makeup for 3 years, thanks to Fafinettex, has a wish list of her top 6 MUFE products, top 3 NARS shadows and 17 brushes that she's got to get her hands on...the 12 Naked Cosmetics pigments are just a bonus.
I am not sure if this is social media influence good or bad...
The good path: On one hand, young women are now feeling more empowered to take ownership of their beauty - they are watching out for toxic ingredients in their products, they are starting important skincare routines, and they are finding creative outlets to express themselves (through colours, contours and shading). They are attending shows like IMATS to learn more about the products and to find inspiration from highly admired professionals.
The not-so-good path: On the other hand, young women are running high credit card bills to ensure they are getting the latest and greatest products, they are spending more time watching pretty girls on YT twitpic-ing their latest kissy faces, showing off their Orgasm blush. These women are now criticizing others for having chipped nail polish or for wearing the wrong pink lipstick at the wrong time of year, because the guru-of-the-month clearly said this Fall is about rose-pink not peach-pink, duh - how did you not know that? These women are attending IMATS only to feed their hunger and hoard more makeup, enabling them to have even prettier twit-pics and blog photos.
I love that someone who would never touch lipstick 2 years ago is now ready to experiment after watching someone (she can relate to) post a video on how to choose the right shade - this is what I try to achieve with my blog. But it also really bothers me that 14, 15 and 16-year-olds are already obsessed with plumping their lips and contouring their cleavages because their blogger idols gave them 5 Easy Tips to Win More Attention.
I think I stand somewhere in the middle of the good and not-so-good paths. I attend shows like IMATS to stock up on items needed in my makeup kit, check out the latest products from some of my favourite brands, learn a thing or two from professionals, and yes, succumb (a little) to my slight obsession with beauty products. But I'll admit that on occasion, I get caught up in beauty-junkie-land and find myself buying products just because Kim Kardashian said they make her boobs bigger...and I am guilty of posting twit-pics every so often.
Anyway, this post was supposed to be about my IMATS haul, but it quickly took a turn in a different direction! I guess my point is that thanks to social media, young women are at least more aware of what's available to them and are helping shows like IMATS grow bigger and better. Whether it is to facilitate a path of empowerment (the good path) or to enable a superficial addiction (the not-so-good-path), IMATS is there, responding to the demand.
So let's continue to write our blogs, post our videos and chat over Twitter...and let's hope the good path wins.
I'll post my haul photos later this week!
- Anjali
xoxoxo
12 comments:
I like the twist this post took, definitely not your run of the mill IMATS wrap-up. The perspective is fresh.
Nice work Anjali. :]
Great post.
Sometimes I feel like I'm encouraging the not-so-good path which is why I always try to stress that I am not a product junkie or a hoarder. When I started my blog I only had drugstore makeup & I was creative using what I had & won numerous contests with my looks using drugstore brands. But I can't help feeling like I'm contributing to their urge of wanting to indulge in beauty products they might not even need.
& I don't even know how to respond when my younger cousins see my blog or my dolled up pics on Facebook & want me to teach them how to apply makeup. It would be ok if they were over 16 I guess, but I think younger girls are spending WAY too much time on their looks.
Great post Anjali! I too liked your angle on IMATS - definitely not your typical wrap up. Makes you think and I totally agree with your points. Although, I remember being obsessed with makeup at the age of 10 and this was way before blogs and YT! What's my excuse?? LOL
Thanks for your comments!
@Tamara - I like to change it up once in a while ;)
@Saimese - we've got to face the fact, at some point beauty bloggers are enablers...I think that just comes with the territory! But I hope that I inspire more people to leave their comfort zone and explore beauty rather than feed the habits of others :)
@Joy - hahaha - I too was very into makeup at a young age...I realize we can't blame it all on social media, but I think it definitely makes it more acceptable for girls to be even more obsessed at an even younger age.
Anjali! Love your fresh perspective. It's totally true; the crowd is getting younger and younger every year.
It really makes me think. I don't think I have that many young readers, and I hope I'm not encouraging any obsessive hoarding behaviour. :S
Thanks Arianne! I don't think we should be worried or feel bad for what we do...I mean, how a person responds to our beauty posts/videos is a reflection of their own values and personalities - but I think it's important for us to be aware of what potential impacts can be...and it's interesting to observe the masses at shows like IMATS ;)
What a great post. I love that you send out these thought provokers once in a while. I have to agree that I am somewhere in the middle. I love makeup, and will continue to write about it, but there is no way that I would let my 16 year old daughter contour her cleavage.
I didn't even go to IMATS this year. It was too busy even last year, and also, I'm trying to not buy for the sake of buying.
Having said all of that. . I'm excited to see what you purchased!
I enjoyed this post :0) I wear the same makeup daily, so I am thrilled not to be a makeup hoarder (I like to buy clothes a little more). I can't imagine doing a different makeup look everyday! I applaud those who can do it because I like something simple and quick!
Great post Anjali! This was my first IMATS so it's interesting to get your take on this year versus previous years. I never really thought about the influence social media has on younger girls, I would hope that they realize that make up is about fun and should not be the most important thing in their lives. I for one am grateful for social media, after all it was twitter that introduced me to all the Toronto Beauty Bloggers and where I first heard about IMATS last year!
I find people don't understand how serious social media is. Obviously the gurus/bloggers are someone that kids look up too but damn parents are enablers to going to the shows. Giving them money..oh man dont let me go on about this anymore..lol. great post! o
I'm so behind on blog reading and am only now catching up. What an excellent post! This is so thought-provoking. I didn't go to IMATS this year namely because I'm trying to curb my buying and honestly don't need any more product - so I didn't witness any of the changes this year. As a mother, and a beauty blogger, you've given me a lot to think about.
This is an amazing post. I have always been obsessed with makeup, ever since I hit 6th grade and started shaving my legs :) When i found Youtube three years ago, I was shocked at just how many girls had the same love for beauty products. I also walk the fine line these days. I genuinely love it, and I want to learn as much as I can so that I am well-informed. But, I do find myself buying into new product hype, and obsessing over certain brands or collections. So yes, there is a good side and a bad.
Post a Comment