Written by: Isabella Silva
The Disneyland of all things beauty and skincare has touched down in the big apple over the weekend. Dazzled by all the different interactive booths, women would trick or treat their way, sneaking in between each booth to pose for pictures on floral swings, pink slides, ball pits and even a cute red vintage convertible! Few things were clear to be soon trending in the world of the beauty market.
Beauty and wellness
Twenty eighteen is the year to take control of your skin, it was evident more than ever beauty brands were invested in not masking imperfections but actually fixing skin problems while still providing full coverage. Beauty brands like Mamonde an Laneige are heavily invested in the skin health of makeup users. We also learned during BeautyCon that Bobbi Brown has also been investing her time in the website Justbobbi.com, where she currates all things that are meant to nourish the body and mind. She swears that beauty starts from the inside and makeup should be a complimentary addition to the already beautiful and healthy face.This year BeautyCon also launched Be Well an area designated for natural, wellness focused brands like Vitafusion and Hippeas.Mahdara said. “Health and well-being is going to be a much bigger part of beauty.” Soko glam CEO was also a speaker during one of the panels also made a remark that never within five years she would expect the explosion of Korean beauty and wellness products in the American market.
- Highlight Craze
- All beauty booths and attendees this year were hooked on one thing, highlighters! There w powder, sticks, gels, cream, sprays and even Almay new puddy highlighters. In the world of shining there is no stopping for highlighters. With major brands like Fenty Beauty releasing a glittery bronzer, brands are on a glitter race to keep up with competition. Expect beauty lovers everywhere to shine bright like a diamond all summer long.
BeautyCon celebrated all kinds of people or “Unicorns” as they call it. During the various panels held, it was clear the message being sent was of women empowerment. In the panel She-Eo many questions were raised about women in the workforce and what it takes to make it in your business field. Over and over again panelist preached the need to have confidence in order to make in the world of male dominated businesses.Eva Gutowski or best known as MyLifeasEva tells that in order to make it in a male dominated world she worked with other women to break the glass ceiling that is the male dominated business world. She also warns future Youtubers to “Watch what you say and never slam people or brands, try to always find constructive words.” With BeautyCon you were able to sense the future of beauty market gearing towards a more inclusive holistic approach to things. Beauty has now more than ever moved from just a pretty face to complimenting with ones attitudes and beliefs. In a world that is often characterized as plastic I found it to be refreshingly accepting to differences.
More Than an Expo
BeautyCon aimed to give the public a festival experience, with multiple Dj’s playing the hottest songs and interactive areas where the public felt they were part of something exciting and fresh. An average BeautyCon goer has around 3,500 followers making them highly impactful customers to all the different brands in the festival. It has become important for beauty brands to invest on the experience of shoppers not just on the products being sold. Booths with the most interactive displays or instagrammable moments often experienced long wait lines. Having a booth in BeautyCon gives you instant brand recognition and allows you to see consumer immediate reaction to products. Many booths showcased new products allowing BeautyCon attendees to be the first to try, it was also a great place for brands to receive feedback about the products.