BeautyCon LA in partnership with Cosmopolitan, Seventeen and Cosmo For Latina was held in downtown Los Angeles Saturday, July 11. The Reef was swamped with over 10,000 young content creators and fans learning about the latest beauty and fashion trends. Youtube bloggers and starlet sensations flocked to hear speakers, participate in interactive presentations, and attend panels on topics like “Unleashing Your Inner Creativity,” and “The Evolution of Fashion and Beauty” presented by Barbie. Beauty babes could also watch performances by Becky G and Sabrina Carpenter, create content, engage with a variety of top brands, and snatch up the latest beauty products.
BeautyCon isn’t just about beauty, but connecting girls to the heartbeat of the internet since they have the chance to mingle with some of their favorite content creators. At #BeautyConLA, hundreds of content creators and celebrities came together to network, mingle, talk industry news, discuss the future of online media, and participate in panel discussions and Q&As.
By the time I arrived, even our escorted media team had difficulty getting through the sea of tweens. Then, the fire marshall shut down the space for awhile since the event oversold by thousands. To get in, we meandered through thousands of Angelenos in this outdoor space with amusement park rides, food trucks, and of course fashion and beauty trucks! Inside the several floor experience, we made our way through endless booths with beauty try-ons and take-home products. The VIP area was filled with fashionistas mingling and leaving with a mega bag of NYX Cosmetics products.
Cosmopolitan.com editor and author, Amy Odell hosted the official keynote with Bethany Mota, social media entrepreneur and a fashion/beauty expert and designer with more than 8.7 million subscribers to her channel. A dollar of each BeautyCon LA ticket went towards the “I Am That Girl” charity, a global movement inspiring girls to “BE, LOVE, and EXPRESS” who they are through education, content, and community.
Highlights included making a Birchbox-to-go Box (Build Your Own Box) filled with new beauty product samples to try since they offer a monthly service where a slew of beauty products can be sent to your home. NYX Cosmetics had various stations to allow a makeup artist to show you a new makeup product, then you could take it home along with giveaways at the NYX vending machine.
Acuvue treated guests to the 1-day Acuvue Define contact lenses, where the new lenses add sparkle to your eyes and are suppose to increase your eye size. Barbie had a 360 degree camera for guests to come and get their picture taken at their photo booth while having a Barbie giveaway. Nasty Gal hosted a pop-up shop with a surprise appearance of Sophia Amourosa.
Posing in front of the Nike wings made from Nike sneaks allowed me to go home with some cute silver “LA”earrings along with silver wings. Nike Women had a personalization booth on-site where guests were able to be fitted and receive personalized sports bras and sneakers. Mr. Kate had her gold flash tats and gold freckles on hand to buy with her new book. MUDD music stage held performances throughout the day with Jack & Jack, Sabrina Carpenter, Cody Simpson, and Becky G, to name a few.
Also, Gwen Stefani hosted the Harajuku Lovers #PopElectric High Tea With BeautyCon to celebrate the wide release of Harajuku Lovers Pop Electric fragrance collection and the launch of Harajuku Lovers Accessories. The Fragrance is now available on HarajukuLovers.com and internationally, will be expanding into Nordstrom and Department stores for Holiday 2015. The Harajuku Lovers accessories (watches, flip flops and sneakers next month) has launched in Nordstrom.
BeautyCon Digital Influencers filled the tea party at the Ebell Theatre where Gwen wanted to celebrate her line Harajuku Lovers with the YouTube generation. Over 90 YouTube stars were invited to the tea time with Gwen Stefani where guests could meet her and her children, check out the 5 fragrances of Harajuku Lovers line, and nosh on yummy desserts and sip on tea drinks and lemonade. Gwen’s parents were already there with her two youngest children when she arrived with eldest Kingston, who immediately assessed the tea party. Gwen went right up to the famous you tubers, such as Kandee Johnson and Bunny Meyer, and immediately got to know them.
Gwen mentioned that 20 years ago no one would have ever have thought YouTube digital stars would be so influential, or even knew how important social networks would be. She wanted to celebrate her line with the influencers of the digital world because she understands how important it is to have your own voice while creating content. Gwen continued to advocate that people need to celebrate themselves, and that we need to be proud creators.
Gwen’s children had a great time enjoying crafts while Gwen mingled. Gwen made it a point to take a photo with every digital influencer who attended, while answering every Q&A, and even took the entire family and her entertainment team into the photo booth for a group shot. Gwen was the last to leave. She stayed until the party was over with her family, reminding us what it means to be a true BEAUTY!
Read more about BeautyCon and learn how the digital world is shaping the future.