PBA Executive Summit Explores Consumer Trends, Marketing Strategies

The Professional Beauty Association (PBA) recently held its first annual PBA Executive Summit. The successful inaugural event explored consumer trends and marketing strategies for the beauty industry

This year’s summit was held December 4 and 5 in Scottsdale, AZ. The sold-out, one-day event brought together 135 executives from top beauty companies, including Andis, DePasquale Salon Systems, Dermalogica, Joico, Matrix, OPI Products Inc., Sally Beauty Supply, Ulta, Zotos and more, to learn from leading business experts about how expanding technology and social connections have transformed marketing and communications for the professional beauty industry.

“We are very pleased with the success of this event,” said Steve Sleeper, PBA executive director. “To be able to bring together so many beauty professionals to network, socialize and grow with each other is an honor. This event was a testament that beauty professionals share a continued goal to grow and constantly improve their industry.”

This year’s theme, Consumer IQ, was reinforced by presentations made by speakers Jane Buckingham, Steven Berlin Johnson and Carrie Mellage. The speakers explored the trends that Generation Y and Millennials respond to, as well as examine comprehensive industry data that can forecast upcoming trends applicable to business strategies heading into 2015.

Moderating this inaugural summit was former CNN Anchor and NBC Correspondent Gene Randall, who has been front and center to chronicle global events over the course of his impressive career. His keynote address praised PBA for its charity initiatives and dedication to bettering the beauty industry.

Buckingham started the summit with her session, What Gen Y & Millennials Want from Your Brand, where she explored the similarities and differences between the variety of generations, followed by advice on how to market to each individually. She concluded her presentation by emphasizing that with all generations, honesty is the best policy and in-depth, thorough research is a must to connect with today’s consumers.

“The targeted consumer groups I thought was fascinating, and just the multi-generations that we are marketing to and interacting with on a day-to-day basis in our profession, I think I really gained some insights on that," said Mary van Praag, general manager of OPI Products Inc.

Mellage followed by discussing the results of a comprehensive study, Kline Pro, produced in collaboration between Kline & Company Inc. and PBA. Her presentation provided data that will be valuable in identifying trends, benchmarking performance, and evaluating competitive beauty related sectors. The results of this study will aid in the decision-making process for businesses involved in the professional beauty industry.

Johnson rounded out the individual presentations with his session, Where Good Ideas Come From, which discussed what environments foster ideas and how to encourage creativity and grow business in the beauty industry. He highlighted how innovators’ great sense of curiosity ultimately leads to the future.

The event concluded with an intimate Q&A session with all three speakers, hosted by Randall, who reinforced that technology and social connections are shaping marketing and communication within the beauty industry, and flexible marketing toward all generations can excel your brand.

About PBA: The Professional Beauty Association advances the professional beauty industry by providing members with education, charitable outreach, government advocacy, events and more. For more information regarding the PBA Executive Summit, including photos of the event, please visit probeauty.org/execs.

Blog Image:  Panel members and the moderators (from left to right: Gene Randall, Jane Buckingham, Steven Berlin Johnson, Carrie Mellage)

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