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February 3, 2009

New concept in consumer events for women

The Glam Show, a unique beauty, fashion and lifestyle consumer event aimed at women of all ages, has recently been launched.

The show marks a brand new concept in consumer events, where the whole space will be transformed into a glamorous women’s retreat and party experience, using a theming budget of over £250,000.
Launched to fill a gap in the women’s lifestyle show market, the Glam Show claims to offer medium and high-end brands “an unrivalled environment to showcase, sample, retail and launch brands, products and services to an expected audience of 50,000 affluent women”.

Sampling opportunities are also available through the event’s goodie bags, and the entire show will be filmed for national TV for broadcast after the event.
The Glam Show will incorporate seven feature areas: Glam Catwalk, Glam Beauty, Glam Salon, Glam Life, Glam Bridal, Glam Active and Glam Passion. Each area will be themed with creative draping, lighting, live music and DJs, and will showcase celebrity and expert advice, live interactive demonstrations, celebrity hosted fashion shows, competitions, makeovers and shopping.

The aim is to let women indulge themselves for a day, “through information, entertainment, relaxation and shopping –  and even do some celebrity spotting”.
The event is supported with a £1 million national marketing and PR campaign that includes” celebrity endorsement; national and regional press advertising; over one million leaflets distributed via retail outlets, including spas, beauty salons and fitness centres; a national road show and a national press and web PR campaign, incorporating reader competitions and celebrity and product profiles.
“The Glam Show is the first venture for the Glam brand,” explained Cindy Ryan public relations and marketing manager at Hot Sauce Productions, which is organising the event. “We recognised that shows for women have traditionally been built and styled along the lines of business-to-business trade shows with rows of exhibition stands – the only difference being that products for women were sold.

“The Glam Show is different. It provides an exciting and dynamic experience that offers marketers a strong platform to reach the female audience. We are dedicated to working with brands and their experiential agencies to ensure that this approach is adopted by everyone at the show.
“We are also in final talks with a key celebrity to enhance the Glam image and to endorse and support the show,” Ryan revealed. “Once the Show is established, we have further plans to extend the brand into other areas to strengthen and expand the reach of the Glam brand.”

The Glam Show will take place at Earls Court on 31 October and 1 November 2009.

For more information, visit www.glamlive.co.uk

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