Shay Mitchell & Jessica Lowndes At BeautyCon L.A.
Los Angeles, August 16th, 2014. BeautyCon is a fashion and beauty community and conference for the Internet’s most influential people in those areas of expertise. Now in its third year, the summit connects influencers, brands and fans—the group they’ve nicknamed “Gen C,” short for Generation Connected. What to expect? Panels, shopping discounts, a live performance from British band Rixton and inspiration in spades.
Shay Mitchell and Jessica Lowndes both strike a pose while arriving at the 2014 BeautyCon Summit presented by ELLE Magazine. “There’s about to be a massive shift in the buying power and influence of Gen C, particularly in beauty and fashion,” says BeautyCon CEO Moj Mahdara, “BeautyCon is an opportunity to present a great product to a massive, loyal fan base. We have the ability to round up a fractured and disparate culture into one place and, and that’s very exciting.”
For the fans, part of the draw is the chance to meet prominent content creators. This year’s digital-influencer attendees include Aimee Song, Bethany Mota and Elle and Blair Fowler. Mahdara also tells me she’s looking forward to the “How Do You Wear Your Inner Beauty” panel, as well as the Q&A sessions with Kelly Osbourne and Pretty Little Liars’ Shay Mitchell. “The programs this year are interactive, and really hold true to the nature of the guests that are attending,” she promises.
It’s a statement that stands up to what I hear from Mitchell and Mota. “Starting my blog was a passion project for me, and a way to connect with my fans,” says Mitchell of her lifestyle site Amore & Vita, “I jumped at the chance to be involved in such a groundbreaking summit. BeautyCon understands the importance of allowing brands, bloggers, editors and fans to converge—which makes for success and creativity.”
Mota, who currently has an impressive 6.8 million subscribers, expresses a similar sentiment. “One of my favorite things about being involved this year is to be able to meet my viewers in person,” she says when I ask what she’s looking forward to the most. “I hope this experience will encourage them to stick with what they are doing,” she adds, “When I first started doing this, I felt slightly discouraged because there are so many people doing the same thing. When I first got into it, I thought you had to be a professional makeup artist. But now there are teens and kids of all ages showing how easy it is. I hope they will be encouraged to keep going. It’s a great experience to be around people who share the same passion and do what you do.”
Shared passion is one benefit of BeautyCon that brands have been quick to recognize. “Our partnership with BeautyCon is a natural fit, as we are both invested in supporting this young audience of digital influencers,” says NYX PR and Social Media Manager Sarah El-Annan. This weekend, the brand will sponsor a talent lounge and consumer booth at the summit. American Apparel, Covergirl and Tarte Cosmetics are some of the other companies that have a stake in the event.
“We’re here to educate beauty lovers,” says Tarte Brand Manager Jen Crimmins, adding that the company will also offer a special discount to encourage attendees to experience their products firsthand. And does she think the rise of online media has changed brand education—and communication? “We’re really proud of the way we have been growing our social channels and adapting to the great uprising of these digital influencers,” she replies, “In the digital world, we have the chance to interact directly with our consumers, retailers, artists, members of the media and celebrity fans. It’s the ideal place to share our mutual love for all things beauty.”