Providing Midwest skincare industry professionals with high-quality, relevant education and CEU certification

The challenge

The states of Nebraska and Iowa require estheticians (skincare professionals) to obtain continuing education credits to renew their licenses—but most people have to travel a long way to find quality education. Since I have a family history in the local industry, I decided to meet this demand by creating a conference of my own and partnering with some of the top estheticians and experts in the region to provide education.

The insight

The goal was to provide high-quality education free from product sponsorship that could taint the authenticity of the content. Focusing on cutting-edge science, chemistry and technology would provide the most relevant and impactful material. Most of the audience consisted of small-business owners, so we also wanted to provide education and resources to support their local business and strengthen community connections.

The approach

MSI was designed to be a different kind of skincare conference. Not only did it retain its independent voice, it became the only Midwest skincare event to provide all 8 credits in a one-day event. Panels on entrepreneurship and marketing leveraged local industry professionals, fostering a more interconnected community. Surpassing expectations and selling out, MSI hosted over 250 people from 5 states.