The Bronner Bros. International Beauty Show brings an estimated $60 million in revenue to the city of Atlanta and attracts more than 30,000 attendees from around the world two times per year. With roots dating back to 1947, the Bronner Brothers company is a family-owned business with a strong history in Atlanta.
However, this year’s 74th annual Bronner Bros. International Beauty Show will not take place in person.
Due to the COVID-19 pandemic, for the first time in the business’s history, the event will take place virtually Aug. 9 to 10.
In a statement announcing the decision, James Bronner, senior vice president of show operations, said his father’s legacy inspired him to keep the event alive.
“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,” Bronner said.
On Thursday’s edition of “Closer Look,” Bronner joined host Rose Scott for a conversation about the changes in store for this year’s hair show.
“It’ll have a virtual exhibit hall. So, you’ll have these 3D renditions of booths. So, much like if you’ve seen the game ‘The Sims,’ it looks something like that,” Bronner explained.