#hba global

[brandpointe]

JUST BRAND IT: Makeover Your Marketing with HBA Global’s Beautiful Approach to Business

Uniting established superstars and emerging businesses in the cosmetics and wellness industries, HBA Global has been rightfully declared “beauty central.” Find out how the organization’s networking strategy and elite events are redefining social branding and making industry conferences cool again.

The 2013 HBA Global Expo welcomed stars from Bravo (left) and treated guests to some serious swag (right); save the date for the annual pretty party at New York’s Javits Center, June 10 to 12, 2014.

THE BRAND

Industry: Health & Beauty

Company: HBA Global | UBM Live

Established: 1993

Website: HBAExpo.com

Connect: Keep up with HBA Global’s Honest Beauty Blog, and find the company on Facebook, LinkedIn, and Twitter

THE BRIGHT APPROACH

Social Status: HBA Global’s traditional approach to social media engages fans through standard practices including personalized interaction, strong image-based outreach, and clever contests. However, the brand’s event and educational initiatives reflect a game-changing strategy for leveraging online communities for off-line success.

Key Takeaways: To transition followers into partners and clients for the HBA Global Expo, the organization deploys an array of highly interactive efforts including the SPLASH! competition for emerging beauty brands and online education opportunities that correlate with the conference’s workshops. No matter the industry, companies seeking to translate digital fans into consumers can learn from HBA Global’s dynamically different perspective.

Show-and-Tell. From brand development to sustainable packaging, the HBA Global Expo’s conference sessions and workshops provide actionable intelligence for companies and professionals in the beauty industry, but aspiring attendees and partners don’t have to rely on biased press releases when evaluating the event’s effectiveness, because the organization offers educational experiences online anytime. By eschewing a proprietary approach in favor of a sneak peek strategy, HBA Global reduces risk for interested participants and creates content that shines via social media, and similarly transparent efforts are especially valuable for brands rolling out new revenue-generating projects or looking to reenergize established events.

Startups in the Spotlight. Though UBM Live has attracted 28 of the world’s top 30 health and beauty brands to HBA Global, the multi-faceted expo strongly supports small businesses in the wellness sector through the application-based SPLASH! program. Giving startups a new platform to share their concept and message, HBA Global boosts its social status by helping innovators build their own unique brands, and companies of any size can do the same by establishing hands-on mentorship initiatives for entrepreneurs or philanthropists within their respective industry.

THE BOLD BACKSTORY

From the Beginning: Connecting people and creating opportunities for companies and professionals in the cosmetics, personal care, skin care, fragrance, and wellness industries, HBA Global was founded as a concept-to-market resource for brand and product development. With a worldwide reach that spans five continents, UBM Live continues to leverage its international presence to help new businesses meet customers, recruit partners, introduce emerging concepts, and expand their footprint in the marketplace.

Fearless Leaders: As the director of the HBA Global Expo, Dina-Marie Nicovic leads the organization’s community of trendspotters and heads up its world-class educational programs, but UBM Live’s marketing mavens deserve the credit for cultivating social media outreach that maintains exceptional audience engagement before and long after the annual conference concludes. Through carefully curated content from sought-after sources – recent examples have included contributors from the The Atlantic and New York Fashion Week – the company has become a trusted authority online and off.

Star Power: With famous faces like Real Housewives star Jacqueline Laurita and broadcast personality turned beauty entrepreneur Jennifer Walsh joining the HBA Global Expo, buzz surrounding the brand is perennially robust. However, support from corporate heavyweights like Syntax’s executive creative director Dave Lyon proves that HBA Global’s powerful platform transcends the realm of pop culture.

Looking to generate strong branding for your business? To find out how Brandpointe can put you and your company in the spotlight by helping you develop a fabulous following, we invite you to join us online via our website, Facebook, and Twitter pages!

***By utilizing Just Brand It to highlight dynamic organizations, On Pointe seeks to underscore Brandpointe’s key objective - inspiring and assisting businesses and individuals in developing unique marketing and branding initiatives. Just Brand It is not advertorial in nature, and the content featured within the column is neither paid for nor sponsored by a third-party.***

[nhmediaspot-blog]

An Outsider's Journey Through the Science of Beauty

If there is a person in the world who knows less about beauty products and spa treatments than I do, I’d sure like to meet them.  Walking into the HBA Global Expo was like entering the world of the unknown.  I was surprised, however, by both the planned events of the day and the welcoming environment of the expo as a whole. 

       After entering the Javitz Center, we were directed to a large auditorium where we heard speeches by Dan Brestle, Chairman of the Board of Directors for the Personal Care Products Council and Mike Indursky, President of Bliss.  With both serious notes and humor combined, I was introduced to the wide-ranging world of cosmetics. 

 Following soon afterward, Shimmy Mehta, founder and president of AngelWish, gave insight into his charity.  His short speech and movie clips alone silenced the crowd with their heart-touching words and images.  Shimmy explained AngelWish’s amazing cause; providing wishes to children, stricken with chronic illnesses.

            Shimmy went on to introduce the 3rd annual winner of the Positively Beautiful Award, Kelly Choi. The Positively Beautiful award was established by HBA Global to annually recognize a celebrity who uses their name and talents to further a cause that champions inner beauty and self-esteem building. (HBA Global)  Kelly Choi was selected as the winner of this prestigious award for her close work with both AngelWish as well as Citymeals-on-Wheels, a charity that provides food for the homebound eldery in all parts of New York City.  Being so involved with two incredible charities, Kelly seemed an obvious and deserving choice for the award.

      Kelly, who was clearly humbled and honored by her award, gave a speech emphasizing the importance of these charities and encouraged others to help as well.  Seeing a celebrity who is so active and adamant about helping others was truly an unexpected and empowering experience.  Kelly stuck around after her speech to snap some photos with eager fans and colleagues.

          At 10:00 AM sharp, the experience began. Most people (myself included) associate the beauty industry with pretty smells and sparkly face paint. But the fact is that the beauty industry is just as much about science as it is esthetics.

      At the  HBA  or Health and Beauty Association Global Expo the science of cosmetics was on full display. They had everything from the facial scanning stations capable of detecting sun damage and making product recommendations to creative shampoo pumps and product packaging.

                 After having some great conversations with various reps and trying to retain the vast amount of information we had been given, we were introduced to the skills and style of Eve Pearl.

                 Who knew that there were cosmetic celebrities?  Probably everyone at the expo besides me.  Humbly stating her achievement of five Emmys (one of which was displayed on-stage, just incase skeptics like myself were watching), Eve obviously knew what she was doing.  After a short introduction, Eve began her ‘trend inspired’ makeover on eager model Natasha Huang. 

            With a flare of comedy and easy to follow instructions, Eve was able to show the crowd how fashionable makeup can be simple, unique, and accomplished with numerous techniques.  Throughout the display, she emphasized how several of her products were interchangeable and completely natural, providing possibilities unlike any similar products.   “This is not art this a science!” Eve boldly proclaimed to the crowd.

     With her matter of fact teaching method she explained how anyone is capable of “Doing it” like the pros, dispelling mystique of the “Makeup Artist”. She spoke of how she had no formal training when she started off and that with the right technique and a little practice anyone can do it. After meeting Eve and perusing through a few more booths, we switched over to the Spa portion of the expo.  Where I thought I knew very little about cosmetics, I knew even less about spas.  I’m still not sure whether pores should be opened or closed, but I know about ten ways to do both.

                  From the more generic masseuse beds to the revolutionary methods of weight loss, the smaller scale spa side of the expo had just as much variety to offer.  Some of the more notable inventions, LED laced masks, promised wrinkle reduction and clearer skin.  While they attracted me due to their TRON-like movie appearance, others marveled at the possibilities that it could hold.

                  As we walked around, it seemed like the same old “miracle diets” that have been promised for years now.  One lecture that I stopped to listen to, however, had multiple large-scale tests with amazing results.  Could the ‘miracle’ weight loss method really be out there?  If it is, it will most likely be featured at the HBA Global Expo well before the general public even gets word of it.

                  So in conclusion, I have to say that the HBA Global expo blew my expectations out of the water.  Expecting to walk in to a giant Macy’s makeup section, I was instead introduced to what seemed like the future of health in our world today.  From a man who knew nothing about makeup until a few days ago, I never thought I’d see myself say this: Go to HBA Global 2012, it won’t disappoint.

- Derek Aurori, NH Media

- Photos by JP Smith, JP Ink