Beautycon launches month-long experiential pop-up in Los Angeles
today Nov 16, 2018
Beautycon, the festival for beauty enthusiasts known for its principles of inclusivity and diversity, has launched its first experiential pop-up in Los Angeles. Beautycon Pop, which opened on November 16, will run through December 16, on every day of the week excluding Tuesdays.
Seemingly targeting Gen-Z consumers who are interested in race, gender and identity inclusivity, the pop-up offers visitors a range of interactive and immersive beauty experiences.
Partnering with companies like Lime Crime, Macy's and K-beauty brand Laneige, Beautycon Pop offers eight themed beauty galleries for attendees to explore. Featured galleries include the Prism Powder Room, a mirrored room modeled to resemble a luxe bathroom; a Confidence Runway sponsored by Macy's, meant for attendees to strut down; and a Beautycon x Macy's Salon, where visitors can have their hair and makeup done.
Known for celebrating women in the industry, Beautycon's pop-up will also showcase some of the festival organizer's favorite makeup and skincare products from 20 female-founded brands, which attendees will be able to test and purchase.
All experiences are, of course, meant to be social media-friendly.
"Pop is designed for discovery, community and picture-perfect moments," explains the Beautycon Pop launch page. "Pop is the ultimate destination for self (and selfie!) expression."
Beautycon, which launched as a B2B convention in 2013, has since exploded in popularity thanks to its beauty festivals, previously held in New York City and Los Angeles. These festivals have featured live beauty tutorials, influencer and beauty guru talks, and celebrity appearances from the likes of Kim Kardashian and Snoop Dogg, attracting crowds of up to 30,000.
Tickets for Beautycon Pop are on sale now at the event's website.
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