This past weekend marked my 10th year attending IMATS LA. The evolution of the show has been incredible, and the impact social media has had on this industry is pretty crazy. With so much competition, exhibitors have to be more creative; offering flat lay tables and Instagram-worthy booths, lighting and photo-ops
As I walked around, I noticed that the Crown Brush booth was unusually empty. You used to have to elbow people to get in and grab your brushes. That crowd has moved over to Morphe, where the line went out the door. Morphe, Dose of Colors, Kat Von D and House of Lashes appeared to have the busiest booths this year.
While most of the show is geared towards consumers, the education remains mostly pro-based. I was dying to see Sam Fine and Lottie’s keynotes but because of scheduling conflicts I had to miss both. I did catch Mila Thomas’ class on Breaking into TV makeup though and I became a fan hers. Mila works on shows like Love and Hip Hop Hollywood, Basketball Wives, and Hollywood and Football. She demonstrated a makeup look on her model and gave the audience great tips for working with women of color. A topic a lot of artists need more practice in..
Here are 5 tips Mila gave throughout her demo. Keep in mind that Mila does heavy-glam for reality tv stars so her tips are geared toward that audience/makeup look. I don’t do this type of makeup much, so I learned a lot about it.
- Mila said she applies makeup as if a spotlight will always be on her talent. She doesn’t always know where she will be filming, or what the lighting is like.
- She always uses MAC Pro-Longwear concealer for TV as it holds up all day and doesn’t crease. For oily skin, she uses the concealer straight. For dry skin, she mixes it in with a creamier concealer.
- She always makes sure to ask the DP if the monitor is calibrated. If it’s not and you are working with women of color, you risk having your talent end up looking grey.
- She reinforces her foundation, contour and highlight with MAC Studio Fix powder.
- Mila uses MAC’s Peaches blush around the perimeter of her talent’s face to warm them up ensure they don’t ash out.
IMATS has changed their discount policy quite a bit. Before, most booths gave everyone the pro discount, today you must have the IMATS pro card to receive them. Pro perks range from a free gift with purchase to 40% off. Most booths were still offering show specials so it’s still possible to save a lot of money even without the pro card.
Lost Boys 30th Reunion
In honor of the 30th anniversary of the cult film, Lost Boys, IMATS hosted a panel with the makeup artist from the film. Oscar winning makeup artists Ve Neil, Greg Cannom and Steve LaPorte spoke candidly about their experiences on set. They told stories about cast antics and discussed the makeup for the film. In the IMATS makeup museum many of the props were displayed, from contacts to teeth molds.
I didn’t spend a lot of time at IMATS this year. The number of people was overwhelming and the lines were long. I picked up the new Viseart Warm Neutrals palette, sat in on a few talks and then left. While I do like IMATS, I prefer The Makeup Show much more.