Beauty Store Business magazine - January, 2020

PBA Executive Summit Offers Actionable Insights

Attendees of the first-annual PBA Executive Summit took home worthwhile insights into beauty-industry consumer trends and marketing strategies. The sold-out event—which took place in Scottsdale, Arizona, Dec. 4-5—brought together 135 executives from top beauty companies, including Andis, DePasquale Salon Systems, Dermalogica, Joico, Matrix, OPI Products, Sally Beauty Supply, ULTA Beauty and Zotos.

"We are very pleased with the success of this event. 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," said Steve Sleeper, the Professional Beauty Association's executive director. In the post-event survey, 100% of respondents said they would attend next year's event.

Former CNN anchor and NBC correspondent Gene Randall moderated the event. His keynote address praised the PBA for its charity initiatives and dedication to bettering the beauty industry.

The speakers of this year's theme, Consumer IQ, explored the trends that Generation Y and Millennials are responding to, as well as examined comprehensive industry data that can forecast upcoming trends applicable to business strategies heading into 2015.

Jane Buckingham started off 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.

Carrie Mellage followed by discussing the results of a revolutionary, first-of-its-kind comprehensive study, Kline Pro, produced in collaboration between Kline & Co. and the PBA. Her presentation provided data that will be valuable in identifying trends, benchmarking performance and evaluating competitive beauty-related sectors. The study's results are also expected to aid in the decision-making process for businesses involved in the professional-beauty industry.

Steven Berlin 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 history's innovators and how their great sense of curiosity ultimately lead to the future as we know it.

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

For images from the event, click here.

[Image courtesy of Professional Beauty Association]