Shelly Taggar decided to change careers 8 years ago and started producing events in the fashion and beauty industry, a job which landed her at Metropolitan Events & Production in 2006, a company that produces 250 events a year!
What motivated and inspired you to start your own business?
I had been producing events for other clients for a while when I was asked to partner on this idea for a trade show. The opportunity included owning it and I thought to myself, “I’ve done so many great events for others, now I can work on a great event for myself.”
Tell us about your business.
The Makeup Show is a pro only trade show for the beauty industry. We have had 55 events in 6 states, and internationally, over the last 15 years. We offer extensive education, networking events, professional speaking panels and shopping.
Are you currently running any promos/contests/giveaways that you would like our readers to know about?
We always have giveaways before each show. To be in the know, follow our Instagram @themakeupshow, as we share all updates and giveaways there.
Where is your business based?
Our main offices are in Chelsea, NY
What were the first few steps you took to get your business up and running?
I did a lot of research on the beauty industry and attended many events, including other hair and makeup events. This helped to learn more about what the industry was offering and how we could offer a unique experience.
What has been the most effective way of raising awareness of your business and getting new customers?
I think nowadays social media takes the front space for that, we promote with our marketing company across the major social media outlets. In addition, we are always doing research to find new artist and we work with schools and their graduates to target new artist coming to market.
What have been your biggest challenges so far?
I think as the beauty market grows with new brands launching every year and with an increase in people working in the industry, it’s even more important to pick and choose the right brands that work for pro artists.
In order to compete with the ease of online shopping, it is important to offer more than just a pro discount. I strive to bring an unmatched experience to each attendee with content that cannot be found with just an online purchase.
How did you overcome these challenges?
Myself and my team of artists do constant research to stay ahead of the trends and keep in the know when it comes to new brands entering the market. We research each brand to find out if they will work for the pro community.
How do you keep motivated through difficult times?
I live in NY, so I walk the streets on weekends to get creatively inspired by the world around me, from the art, the sounds, to the views. I also read a lot!
How do you distinguish yourself from your competitors?
We are the only show that has always been for the pro community only. That is main difference between The Makeup Show all other consumer events out there, aimed at all beauty and makeup lovers.
We also continue to stay strong in our education for the pros. We offer everything from top trends to business classes. Our conferences are on a different level, as we work with real working artists who all have inspiring stories.
What is the best advice you have received recently?
Nothing will work, unless you do and don’t follow the crowd, let the crowd follow you. I try to always look straight ahead, do what I believe is true and right, and not worrying about the noise around me.
What advice would you give to other entrepreneurs?
Don’t be afraid to fail, it’s how you learn and if you believe in what you do, keep doing it.
AND STAY HUMBLE, ALWAYS!
What are your favorite business tools/resources and why?
I love LinkedIn, I use it for a lot of my research. I also work with CEW, they are great resource in beauty the industry to keep you in the know.
For producing events, I constantly look at images and material of all the big events out there, to learn and get inspired.
What is a good article or book you have read recently?
Thirst by Scott Harrison. He started charity water – It reminds me that there are bigger things out there.
What are your goals for the next few months and how are you striving to achieve them?
We hope to finish 2018 on a high point with our last show of the year in Los Angeles. For 2019 we have some new events and cities to announce, including an international event, which we can’t wait to work on,
I plan on spending the end of the year on building some amazing programs. I usually take a week with my team and we bounce ideas off one another and brainstorm, as together we are stronger. I know we will offer an amazing 2019 for the beauty industry.
What social media channels do you use? List them.