To ensure the safety of all attendees and exhibitors during the global pandemic, the physical 74th annual Bronner Bros. Int’l Beauty Show has been canceled, all registrants will be automatically refunded. Billed as the nation’s largest trade show for multicultural beauty professionals and students, the event was initially slated for August 2020. In lieu of its traditional conference format, event organizers announced they will offer an exclusive virtual experience through online platforms on Sunday, August 9th and Monday, August 10th.
“If my father, Nathaniel Bronner, Sr., was here, he would challenge us to find a way to maximize this moment. So, the Show must go on,” said James Bronner, SVP of Show Operations. “Our goal is to help the Black beauty industry stay inspired, engaged, and educated. We have faced challenges before, and there is no doubt that we will come out of this better and stronger—because we’re in this together.”
For over seven decades, The Bronner Bros. Beauty Show has provided the premier platform for education, showcasing talent and black style trends, as well as introducing new products and services for textured hair. Because of the BB Show’s interactive approach to programming, maintaining proper social distancing—and other recommended guidelines for curbing the spread of the coronavirus— would be difficult. According to the Centers for Disease Control (CDC), African Americans have been disproportionately impacted by COVID-19. Black barbers, stylists and make-up artists account for nearly 90% of the Show’s 30,000 attendees.
With the help of innovative technology, Bronner Bros. will be offering an exclusive digital experience designed to meet the needs of the multicultural beauty industry. The core of the virtual BB Show will be education and networking between stylists and brands. Other features include the opportunity to:
- Connect: A digital marketplace will be available to exhibitors and buyers, where they can preview live demos of new products and services for sale
- Elevate: Advanced educational classes on cut, color, weaves, natural haircare and other techniques, all presented by leading master instructors
- Learn: A series of webinars on topics such as financial health, how to safely re-open your salon or barbershop, how to disaster proof your business, and maintaining your health behind-the-chair
- Showcase: A hallmark of BB Shows, competitions will be live-streamed in an exciting and fun display of the industry’s top talent
COVID-19 has had a particularly devastating impact on the Black beauty industry. Multicultural barbers and stylists represent nearly 25% of all cosmetology professionals in the US and contribute to the textured haircare category’s estimated annual economic impact of $2.51 billion. According to a 2019 Nielsen Report, African Americans also account for nearly 86% of the total spend in the ethnic hair and beauty aids category.