Last week the Sydney International Spa & Beauty Expo hosted their first pre-expo media event at the beautiful FiftyFour Park St Day Spa, where media mingled with expo artists and contributors over morning tea and a little bit of pampering!


Guests and media were welcomed down the stairs at FiftyFour Park St Day Spa, to a gorgeous space overlooking the spa’s brilliant underground pool. Media enjoyed a morning tea of macaroons, cupcakes and champagne as they mingled in the beautiful surrounds.


Julia Erben, Event Director of the Sydney International Spa & Beauty Expo (11 & 12 August) opened the event by welcoming guests and thanking them for their ongoing support, “as some of our greatest supporters we wanted to celebrate with you, and give you the opportunity for individual conversations with our artists and contributors”.


Erben’s first year as Director of the expo has positioned it as the driving force of this fascinating and dynamic industry, inspiring every salon and spa professional to prepare for the growing trends and demands. She then went on to explain the background of the expo, which offers the biggest spa and beauty event in Australia with all the latest products, treatments and equipment from the nation’s largest gathering of suppliers – with an expected 10 000 professionals to visit over the 2 days.


The pre-expo event then shed light on key expo artists and contributors. Mia Cassin, Media Manager of True Solutions represented the exhibitors on show at the expo, Melinda O’Rourke; Director of MO Luxury represented the Business Leaders Summit as one of its key speakers, Megan Armfield; Senior Makeup Artist at Becca Cosmetics, one of the expo’s main stage stars, Brow Artist Jazz Pampling who has two brow shaping seminars at the expo and Nail Competition Coordinator Tracy Boyle who will bring her international nail industry expertise this years awards.

Julia invited Mia Cassin to speak about the diversity of current consumer demands and how different products can help spas cater to this. “Savvy spas are on the forefront of business by using certain brands that show they are industry leaders, not followers” Mia explained, before stating that the expo is a proven success for them, “it changes our business by getting us to our clients.”

Melinda O’Rouke, with a background as Country Manager of Prada and Chanel, was then invited to speak about creating true value, making a focus on differentiating yourself through your customer service and how this is a universal challenge.


Guests and media were then invited to enjoy a morning of pampering with a buff & polish and arm massages from the FiftyFour Park St Spa Staff using True Solutions product, eye brow shaping and advice from Jazz, makeup touchups and tips with Megan while Tracey Boyle showed a Gel Nail Polish demo with Competition Entrant Julie Dovolis.


The doors open this weekend to the Sydney International Spa & Beauty Expo on Saturday 11 and Sunday 12 August. Register for the industry’s most pivotal event at



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