Beauty Beat: visiting the International Makeup Artist Tradeshow

Ashley Evert, Staff Writer

I’m willing to bet that if I told you I went to the International Makeup Artist Trade Show, you would have no idea what I’m talking about.  As a part of this industry, I feel like more people should be aware of the coolest parts of what we do.
Among the perks of being a makeup artist is attending IMATS in the big city closest to you, whether it’s New York City, Los Angeles, London, Sydney, Toronto or Vancouver.  Attending IMATS for the first time is an overwhelming experience.  It’s all a big tidal wave of products, fellow makeup artists, industry professionals and demonstrations.  It’s difficult to figure out what to do first.
The 2013 keynote speakers for IMATS New York this year were Howard Berger and Tami Lane (more on this fabulous woman next week!).  Howard Berger and Peter Montagna began the day by taking questions from the audience while applying the Wicked Witch of the West makeup from Berger’s most recent move, “Oz the Great and Powerful,” to the actress’s stunt-double, Mia Serafino.
Tami Lane ended the day with an informal Q&A session with the creator of Makeup Artist Magazine and IMATS, Michael Key.   She spoke about her prosthetic work in “The Lord of the Rings” and “The Hobbit” movies and about what she looks for in employees and how we can all learn from eachother as artists.
The whole experience was so inspiring that I could barely squeak out a, “Pleasure to meet you, I’m such a huge fan!” when I met both Lane and Berger.  Meeting two of my idols was the highlight of this experience for me.  But we can’t forget about the shopping!
Throughout the day, various exhibitors attracted attention to their booths with impressive demonstrations using airbrush makeup and prosthetics.  Some of the people demonstrating were actually past contestants from the popular special effects makeup show, “Face Off.”  Because of this, I had the pleasure of meeting last season’s winner, Anthony Kosar (biggest sweetheart in the world).
Among the products that are anywhere from 30 percent to 60 percent off regular retail price are false lashes, makeup brushes, disposable tools like mascara applicators, and of course all types of cosmetics from foundation and primers to lipsticks and cosmetic glitter.
Everywhere you look, there’s some form of eye candy.  The museum the folks at IMATS put together is no exception.  While perusing the sculptures, prosthetics and photos from famous movies donated to the display, I met the lead of the wig department at Saturday Night Live.  She had the coolest stories and it was amazing to pick her brain for the 20 minutes we spoke.
That’s the greatest things about IMATS in my opinion; you never know who you’ll meet that can get your foot in the door.  It’s a great place to stock up on makeup essentials as and soak up as much knowledge as you can from industry professionals.  It’s no wonder why my IMATS ticket is my birthday present every year.