Billed as Coachella-meets-Sephora, the sold-out Beautycon NYC trade show attracted 9,000+ beauty fans to Brooklyn (May 20). Offering free samples, discounted products and social-media influencer attendance, the show is extremely valuable for youth-focused brands looking to build engagement and buzz. We highlight the product trends, influencers and sociopolitical thinking driving this young consumer spend.
Offering a beauty-box subscription service and digital content in addition to the trade show, Beautycon outlines its mission as “challenging traditional beauty standards and redefining what beauty means.” The festivals (also in LA and London) bring this ethos to life for consumers who consider make-up a key tool for self-expression, transformation and creativity (see Teen-Targeted Beauty).
While influencers typically draw the hysterical crowds at Beautycon, shrewd brands instead endeavoured to put attendees in the Instagram spotlight, acknowledging this generation’s lean towards narcissistic self-curation.