Known simply as “the show” to the make-up world, the International Make-Up Artist Trade Show (IMATS) developed out of Local 706 craft meetings, where there wasn’t enough time or space to provide much-needed education. The director, Michael Key, also had many requests from non-union artists wanting to attend these meetings. The writing was on the wall. There were no trade shows specifically for make-up artists. Cosmetic companies had expressed a desire for such an event, and after realizing just how much education could be shared, Michael announced that the First Annual International Make-Up Artist Trade Show would be held in August 1997. The company was overwhelmed by the response. To paraphrase Kevin Costner in Field of Dreams, “If you build it, they will come.” Ticket sales soared and people came from all over the world. The show allowed artists to tailor what they wanted to see. It offered a diverse mix of presentations, products, demonstrations and education by some of the biggest names in the business. The whole event was unprecedented. Michael Key describes it as “a Woodstock of make-up: it was the largest gathering of artists and make-up enthusiasts in the world.” Like Make-Up Artist, IMATS furthers Michael’s mission to educate and connect make-up artists around the world.

Other IMATS Show Schedule:

IMATS Toronto, Canada

Nov. 6 & 7, 2010

Heritage Court at Direct Energy Center

IMATS London, UK

January 29 & 30, 2011

Alexandra Palace - Wood Green

IMATS New York City

April 9 - 10, 2011

Mercer Studios in SOHO

Visit IMATS website for more details