So…there was no snow this year. The image is from IMATS 2010 but the weather was just as cold and the front entrance looked so unchanged I couldn’t be bothered to get my camera out yet…

Let’s start by giving credit where it is due. Make-up Artist Magazine, the producers of IMATS, deserve some great salutations and commendation. Last year we complained about the horrendous queue, the overcrowding and insufficient seating at the seminars. They took everything we said into consideration and this year it was amazingly different. First of all, they introduced the ‘pro card’, which was used to sort out professionals from enthusiasts. Since IMATS is a make-up artist show (even though most people think it’s an exhibition only), it made so much sense to allow artists/ other professionals the privilege of VIP registration and access. The queue was undeniably shorter as a result of this, there was less frustration in the air and within half an hour of opening, all those queued outside were in the hall. The rooms used for the seminars were larger (the main hall was huge!) and almost everyone that wanted to watch something got the chance.

I arrived at exactly 0830 and was in the hall at 0900:) I went straight to the Guru Summit as I was dying to see the gorgeous Pixiwoo duo and the ever beautiful Pursebuzz (Ok I confess I wanted to see Koren and Wayne too).

It turned out to be a calm Q&A session, inititally led by Pursebuzz and then Enkore, whose flight to UK was delayed.

Most questions were about getting started/ established on YouTube and being a MUA. There were some formidable questions, like “What do you think of some named gurus who have achieved fame and are now mis-leading people?” (OK I paraphrased that) and there was something about animal testing, which the pixiwoo ladies (pictured left above) smartly passed over.

[Left to right: Elissa Pursebuzz, Wayne Goss gossmakeupartist; Samantha and Nicola pixiwoo; Koren Enkore]

The session lasted an hour and was very informative. Look at those gurus, they were clearly having fun. They were all very approachable even after the summit so there was ample opportunity to ask all burning questions.

Next on the agenda was to indulge in the weird and wonderful prosthesis display. These things always fascinate me.

I pretty much wandered round the exhibition until it was time for the next class I was interested in: Couture Beauty by Terry Barber of M.A.C.

All 720 seats in the main hall were taken for this class. I don’t know if it’s the Terry effect or the M.A.C effect.

I have to say Terry is a natural teacher and make-up artist. He paid so much attention to detail and was very precise in all his applications. This look is basically a 3 pencil look, sort of. He used 3 M.A.C chromagraphic pencils and 2 pigments and a super mascara application to achieve his desired effect. He spent 20 minutes doing the mascara, in order to achieve what he called ‘the beautiful clump effect’.

[So you want to know how he created the look right? No I'm not telling- next time go to IMATS ]

I will tell you about the mascara though. Consider it a bit of unpaid advertising for M.A.C. It’s called Haute & Naughty Lash and is a dual sided mascara with different effects. He used both sides to achieve the nice clumpy look. At least I learned something new from IMATS in 2011.

[The beautiful clump effect by Terry Barber of M.A.C. There's powder under the eyes to catch any falling pigments, one of Terry's techniques from the 19th Century!]

My next class was Perfecting Each Brush Stroke by Koren Zander for Crown Brush UK. It was another educative session. I can never get tired of being Koren’s student. I have learned a great deal from him, especially the little tips that can make a person stand out in the super saturated make-up industry.

I spent half the time captivated by his pretty model, Elissa. Elissa is really beautiful inside and outside. I love her to bits.

Next was the student contest. This is always the funnest part, in Elissa’s words. Congratulations to Loren Huckin from West Thames college who won first prize: a £1000 cheque from the sponsors- Royal & Langnickel and Sleek Make-up, a pretty plaque and a goody bag. I thought she was gonna cry honestly…

[IMATS London 2011 Student Contest- Tribal theme: Winning entry]

At this point, I was a walking zombie. My body was wreaked with exhaustion and I had given up on trying to find the beauty bloggers. They are an incredibly volatile set of human beings. I was going round the show hunting down everyone with a yellow badge, even though I deliberately didn’t apply for one because I wanted to experience the show as an enthusiast.

I decided to crash at the (much quieter) crown brush counter with Koren and Elissa. Along came Leanne from donotrefreeze.

She wanted a smokey-eye and Elissa did a great job of it. I am yet to charge Leanne for hiring me as the shoot photographer, which meant I had to stand there and take random photos of this. It was like watching paint dry. I kid I kid, I was secretly stealing Elissa’s techniques.

Finally I headed home from what turned out to be an amazing IMATS.

I know people love haul videos and pictures but unfortunately I am not a fan of that. However, if you visit the blog gallery, you will find many more amazing pictures from the event.

Stay beautiful…