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Brief Published: 23 Oct 2018

Beautycon Pop: An Instagram Museum for Social Issues

Extra
Beautycon Pop

Since its inception, international beauty event company Beautycon has shown how internet-born Gen Zers crave interactive, IRL (in real life) experiences when it comes to beauty. Now, it’s launching a US pop-up concept with the aim of reinventing the beauty festival. 

Beautycon Pop will be based in Los Angeles for the entire month of November 2018. The convention is an opportunity for beauty fans to interact with a mix of high-street retailers and indie brands, featured across eight Instagram-friendly themed rooms.

Each one is described as a curated gallery, which expresses Beautycon’s viewpoints on social issues – tapping into teens’ concerns about the world. Products will be used to highlight these societal shifts and political movements – 81% of American Gen Zers believe beauty is about cultural expression (Beautycon Media, 2017).

Self-love and acceptance are also key themes running throughout Beautycon’s festivals in the US and UK. As such, one room will be themed around body positivity, featuring a ‘confidence runway’ for consumers to channel their authentic selves. This emotionally driven experience aligns with an important value for teens: championing anti-perfection.

“Beautycon Pop feels different,” said Stylus’ Retail editor, Stefanie Dorfer. “Its exhibition-like strategy and shrewd tactic of adding a contextual layer – it discusses social issues important to Gen Z, and gives the recent hype around Instagrammable beauty playgrounds an intellectual and refreshing twist.”

The move comes at a time when beauty giant Sephora has launched its own event, Sephoria (October 20-21) and new event companies are being established. Read Will Festival Fever Alter the Future of Beauty Retail? for more. See Next-Gen Pop-Ups, Soft Sell: The New RetailTeen Beauty 2018, Teen Media Trends and 10 Youth Trends to Watch for further insight into experiential retail and Gen Z values.

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