Where did the time go? I swear it was January 10 minutes ago. I actually had to check the calendar for PHAME because I just KNEW I had another week. No such luck. Ah well. The good news is, the passes are confirmed, my yoga classes are subbed out and I think I’ve got a workable plan to get around the floor, gather as much info as I can and get out relatively unscathed.
I was digging around Youtube this week and happened upon some mess that apparently happened in 2015, that would have totally changed my stance on IMATS in 2016. I know I’m late to the party, but since I don’t keep up with vloggers and the like, I’m excused. I guess some folks got kicked out of IMATS for holding meet-and-greets there. Forgive me if I nod in approval. I stopped going to IMATS several years ago because the blogger/vlogger meet up thing had gotten so out of control that it became impossible for the rest of us to actually do our jobs.
Besides the insane overcrowding that easily translated into a fire hazard, the event had become more commercial than professional and a lot of pros (who get the same discounts off season) decided that standing in line for 2 hours (a real thing y’all) for a damn lipgloss was not gonna fly. IMATS had turned into the Six Flags of Makeup Shows, and it was really a bit much. Vendors (who pay insane amounts of money for booth space) started complaining that the meet and greets were pulling focus from their business… and it was particularly heinous because the focus of those meet and greets hadn’t paid much more than the price of admission (if that). Plus, there were bloggers/vloggers who expected free swag from vendors simply because of their blog or YouTube channel. Man, listen.
The last time I went to IMATS I was in the middle of a conversation with the folks at OCC about their latest launch (I’m there in journalistic capacity), when a rather messy now-defunct vlogger (there is balance in the universe after all) pushed past me screaming and jumping all over the reps in familiarity. My conversation was immediately derailed and as a result that company got no coverage because I wasn’t condoning that bullshit. I decided then and there that I would not be back unless things changed. First, clearly this person was raised in a barn and had no home training. Second, WTF? So yeah. Nope.
Leaving IMATS wasn’t a strain because there’s so much brand crossover at The Makeup Show and PHAME. Plus PHAME was started by a former IMATS founder (which is why IMATS suddenly got pushed to January some years back) and is specifically geared to pros, so I didn’t feel any loss. I guess IMATS figured out real quick (like Los Angeles did about charging asinine production fees and forcing studios to shoot out of state/country) that being greedy short term would end up tanking the whole thing. So they’ve pulled back. As they should.
I believe that there is space for everyone. But when that space starts getting high-jacked to the detriment of the collective, it’s time to regulate.
*Makeup is By Terry CC Cream in Tan, NARS Orgasm, Charlotte Tilbury Legendary Mascara, and Lipstick Queen Medieval*