Since the International SPA Association’s first official Expo, the Expo has
earned itself the reputation of being the spa event to see and experience each year.
None reaffirms this reputation more than its ability to draw in loyal exhibitors that have remained a fixed presence on the Expo
floor for 10 consecutive years and more.
“We first heard about ISPA through word-of-mouth,” recalls Jane Iredale, founder and CEO of Iredale Mineral Cosmetics Ltd.
who first exhibited at the ISPA Expo in 1997.“In fact, I had been told that space was such a premium,‘someone has to die before
you can get in.’That, of course, made it more intriguing,” she adds with a dose of humor.
Word-of-mouth, along with features in trade magazines, has also drawn skin-care company THALGO America into ISPA’s
exhibit halls.The company first tested the Expo waters in 2001.“We tried it once, liked it, returned [to the ISPA Expo] ever since,”
says THALGO America National Sales Director Elizabeth Verbruggen who added that brand awareness, networking opportunities,
exposure to new prospects, spas and clients are all top reasons why they remained loyal to the ISPA Expo for exactly 10 years now.
ISPA EXPO:
Loyalty on the Show Floor
BY MAE MAÑACAP-JOHNSON
“One of the biggest lessons we continue to learn is to never stop
networking. Often times, your biggest advocate can be in the
booth next to you. By including vendors, media personnel and
show organizers in your outreach efforts, we have found that
many new doors are opened to potential partnerships.”
—JANE IREDALE, IREDALE MINERAL COSMETICS LTD. CEO AND FOUNDER
30 PULSE
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August 2011