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Beautycon fun booth2/21/2023 ![]() “I’m not someone who would normally be on the cover of a magazine.” There were unlikely echoes of the Women’s March: “The Future Is Female” T-shirts, shoulder-to-shoulder crowds, and a wall of posters reading “Viva la Vagina” and “Grab ’Em by the Patriarchy. These products are for people who feel great about themselves.’ ” Signs welcomed “All Races, All Genders, All Countries of Origin, All Sexual Orientations.” “I’m brown, I’m gay, I’m chubby,” Mahdara, who is Iranian-American, said. Top influencers, celebrities and brand representatives demonstrated techniques and how-to’s with new innovative beauty products. “It’s always, like, ‘Do you hate those aging spots on your face?’ As opposed to ‘You’re already fierce, you’re amazing, you slay. This summer’s Beaut圜on LA 2019 was one of the best yet The two-day event, held on August 10 and 11 at the Los Angeles Convention Center, was beauty heaven for makeup and skincare connoisseurs. “I’m infatuated by the idea that beauty can be something beyond a concealer culture,” Mahdara said. Amusement-park touches catered to the Snapchat set: ChapStick Duo gave out cotton candy, Rimmell London had a swing set and a jungle gym (the “slayground”), and Anastasia Beverly Hills went full bat mitzvah, with an arcade basketball hoop. Youngsters who had spent their allowances on the fifty-dollar entry fee lined up for makeovers, sampled free eyeshadow, and hashtagged the results. Next was Loreal, what a booth, they handed every guest. Some twenty thousand attendees, many as young as twelve, swarmed hundreds of booths representing behemoths like Revlon and L’Oréal and startups like Elora Lane, which sells eyelashes-by-mail subscriptions. I love how special she makes us moms feel with her products, the packaging is fun, flirty and sassy. screens blared the slogan “ YOU DON’ T NEED LIPSTICK, LIPSTICK NEEDS YOU”-truth in advertising, when you consider that MAC and Maybelline have to win over the new generation of customers. ![]() At Beautycon L.A., which was held during a weekend in August, at the Los Angeles Convention Center, L.E.D. With millennials now representing the largest share of the cosmetics market, Mahdara saw an opportunity to repackage beauty as a user-generated fan community, steeped in the self-empowering language of Instagram. ![]()
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