BeautyCon was a three day extravaganza this past weekend right here in Los Angeles serving as the runway for an expanded fashion and beauty summit uniting the digital world’s top style influencers. The Internet’s most influential digital and online fashion and beauty trendsetters were on hand to stage the largest and most vibrant conference of its kind to date. It is clearly evident that the world of online video is skyrocketing, with viewership of some programs in the millions.
NYX Cosmetics, Style Haul and The Platform sponsored BeautyCon 2013 making this second annual summit a success with over 10,000 rsvp’s. BeautyCon guests waited in a line that was over 3 blocks long, shutting down Gower and Sunset Blvd. The event offered guests/fans who love fashion and beauty the ability to meet and hear some of their favorite and most loved YouTube personalities, celebrity beauty gurus, accredited stylists, fashion gurus, bloggers, pinners, instagrammers, vloggers and celebrities speak on over 11 panels. BeautyCon also offered all attendees a full interactive experience with over 25 brands. Not only did guests get to enjoy and learn about these new fashion/beauty brands such as: Bare Minerals, See You Monday Clothing, Minx Nails, Million Dollar Tan, Bellami Hair, Proactive skin care, and digital brands such as Epoxy, Uber, Pose and Lulu’s. Each brand offered such clever activations with a social media twist, it really allowed the BeautyCon attendees to interact on a personal level with each brand. The night ended with the NYX Face Awards hosted by Amy Paffrath.
Several online video celebrities (Vloggers, Bloggers, Pinners, Tumblrs and Instagramers) driving this revolution in the fashion/beauty arena were among the 300 content creators on hand. Some of the trendy gals included Geri Hirsh (Blogger, becauseimaddicted.net), Andrea Brooks ( YouTuber, Andrea’s Choice) and P’Trique ( “Sh*t Fashion Girls Say” and America’s Next Top Model).
“So excited for the most glamorous “con-event” of them all, BeautyCon!!!!!” – Kandee Johnson (over one millions subscribers on YouTube)
On August 22 the Industry Influencers kicked off the evening at YouTube Space LA in Playa Vista, Calif. Celebrities, Fashion Mavens, Beauty Gurus, Media and all Digital Content Creators were given the VIP treatment at the new You Tube Space LA. Christina Milian shared that that she has a new gig in the works that will give her more exposure than the Voice. She also explains that she will not be returning to the Voice this next Season. Sophia Bush explained that she really supports the growth of the digital age and supports women’s charities. She also states in the broll that she is working on a new project that will be announced this weekend.
On Saturday I had a chance to attend the event at Siren Studios. The packed jamboree of super young fashionistas were trying new products, listening to successful beauty and fashion mavens with their own websites, blogs and channels, and taking home goodies from numerous sponsors, like NYX cosmetics, bold make-up from L.A. Colors and Bare Minerals. I saw girls decorating iPhone cases and flip flops with an assortment of beads, sequins, ribbon and feathers. Girls were getting make-up fixes, and hair styles. Style Haul offered many meet and greets.
The highlight of the day for me was listening to a Q & A with Kelly Osbourne because she offered such wise advice to so many young girls, such as to do whatever makes your heart beat faster and don’t get into fashion/designing for the money. Another favorite quote was: “Put your heart and soul into anything and nothing can stop you.” She talked about how to deal with haters and also how she realized you have to accept who you are and find the things you do like about yourself.
BeautyCon is the brainchild of Marina Curry, who started her own YouTube channel covering fashion and beauty, Her success prompted her to form the BFVA and BeautyCon. “I embraced the challenge of creating beauty and fashion content and presenting it as a viable addition to traditional print and electronic fashion and beauty-related media,” said Curry. “I wanted to create an alliance of like- minded content creators, and from there, put together BeautyCon as a destination where online content creators could interact and enjoy a tangible experience.”
Members of The BFVA (The Beauty and Fashion Vloggers Alliance) were also in attendance, making BeautyCon the center of the fashion/beauty internet programming universe. Throughout the event, attendees networked to report industry news, discuss the future of online media and explore new career opportunities. The BFVA is one of the strongest and most influential voices within the 13 -24 year old female online demographic. To apply for membership to the BFVA, click here.
BeautyCon’s 2013 philanthropic partnership is with I AM THAT GIRL, a charity that connects thousands of young women nationwide with peers and role models who are dedicated to speaking their truth, collaboration and creating safe spaces that inspire them to transform self-doubt in to self-love, ultimately allowing them to emerge as successful, healthy adults.
On major thing I realized after attending this event, is that technology has completely changed the face of the world where marketing entwine with beauty and fashion, so anyone with creative ideas can be a trendsetter. There is an entire younger generation starting this online digital trend of showcasing the trends.