The K-Beauty Factor: looking ahead at what’s to come

The Korean Beauty factor has turned the innovation cycle on its head in the beauty industry. With the introduction of unique ingredients, exponentially condensed product launch cycles, and social-media-friendly packaging, both consumers and retailers alike have fully embraced Korean Beauty as a mainstay category on vanities and retail shelves. Where is the K-beauty phenomenon headed in the beauty industry? Learn from Korean beauty expert and architect, Alicia Yoon of Peach & Lily, what is to come and how it’s relevant to you.

Alicia Yoon
Korean skincare expert and the Founder
Peach & Lily

Kline & Co – Top Products at Retail

The internet is the fastest growing channel of distribution in the beauty industry with an average growth above 20% the past five years. The digital playing field is the ultimate leveler, with new indie brands like Huda Beauty and Kylie Cosmetics bubbling up and having equal opportunity to compete with the industry’s stalwarts. This presentation will reveal the brands and products that are winning in the digital space in the categories of skin care, makeup, and hair care, traced by Amalgam, Kline’s newly developed tool that scores beauty products based on their ranking among best-selling product listings and customer ratings and reviews across nearly 20 leading retailer websites. The presentation will also take a look at the best-scoring items from professional beauty brands, from established ones like Redken, Sexy Hair, and TIGI to relative newbies like Suavecito and Verb.

Carrie Mellage
VP
Kline & Co

FROM UNATTAINABLE TO REAL: THE 411 ON DEVELOPING VIRAL BEAUTY CONTENT FROM THE WOMEN OF AS/IS

The days of creating unattainable beauty and fashion content are gone. Today’s beauty landscape requires real women and men, of all shapes, colors and sizes, to be the voices of content that actually connects with the audience. With more than 340 million views worldwide every month across its beauty and style content, BuzzFeed’s As/Is has built one of the biggest beauty and style audiences in the world. As/Is explores the world of beauty and style through the lens of individuality, diversity and body positivity, celebrating the audience for who they are – as is. But what makes beauty and style content travel? Join beauty editor Essence Gant, creator Jazzmyne Robbins, Ladylike producer Kristin Chirico, and video producer Emily Erhart as they reveal the secrets to creating beauty content that people want to share across social media and is inclusive of every single voice.

PANELIST

Essence Gant
Beauty Editor
Buzzfeed

Emily Erhart
Video Producer
Buzzfeed

Jazzmyne Robbins
Beauty Producer
Buzzfeed

Kristin Chirico
Ladylike Producer
Buzzfeed

IF YOU BUILD IT THEY WILL COME. THE BEAUTY OF DIGITAL

Speed to market through online commerce is practically guaranteed… The process of getting from the idea generation stage, to quickly opening an online storefront, and setting up social media profiles is relatively fast but then what? If you build it, will they come? Find out how successful companies attract traffic and the right eyeballs to their site through powerful SEO campaigns. And how affiliate marketing can be a revenue-generating stream that you can easily plug into social media campaigns to monetize online referrals from beauty influencers. Affiliate marketing pros will explain best use and implementation tactics that
will reward your affiliated macro influencers, help bring new sales and deliver fresh new leads.

MODERATOR

Kendra Bracken-Ferguson
Chief Digital Officer
The BrainTrust CAA-GBG Group

Auburn Berry
Sr. Manager
Sally Beauty

Matthew Capala
Founder
ALPHAMETIC

Sara Gobbo
VP of Sales
Live Story

Hosway Morbak
Social Media Influencer
GlamourByHosway

BEAUTIFUL CONTENT: ENGAGING STORYTELLING AND BRAND AMBASSADORS

Everyone loves a good story and a good storyteller will always be the center of attention. This holds true both offline and online. Social media platforms thrive on engaging content. Who are today’s best storytellers and what are they doing successfully to get their stories embraced by millions of consumers?

MODERATOR

Gordon Miller
CEO
hairbrained

Andi Hadisutjipto
Founder and CEO
RIVITER

Simone Oliver
Media Partnerships
Facebook

Jess Scull
@loveforlacquer
LoveforLacquer

Conor Begley
Co-Founder & President
Tribe Dynamics

How Influencers Are Shaping the Beauty Industry

Influencers and content creators have replaced traditional celebrities and entertainers as the driving force behind beauty trends and product sales. Journalists and co-hosts of the Fat Mascara podcast Jessica Matlin and Jennifer Goldstein will dig into this topic during an engaging discussion with four influencers: Yire Castillo (@yire_castillo), Alexandrea Villareal (@alexandreavillareal), Fritzie Torres (@hellofritzie), Lara Eurdolian (@prettyconnected). The panelists will discuss their content development processes, how they discover and create new trends, how they choose products to feature, what types of content gets the best engagement from their audiences, what moves product, and what works (and doesn’t work!) when they partner with beauty companies on marketing and social campaigns. They’ll also discuss how follower bots and influencer fraud have affected them and new ways companies can capitalize on influencers’ marketing power while remaining authentic to their brand and seeing a return on their investment.

MODERATOR

Jennifer Goldstein
Beauty Director
Fat Mascara

MODERATOR

Jessica Matlin
Writer, Editor, Consultant and Co-Host
Fat Mascara

Yire Castillo
@yire_castillo
435.4K Followers

Lara Eurdolian
@prettyconnected
67K Followers

Fritzie Torres
@hellofritzie
168K Followers

Alexandrea Villareal
@alexandreavillareal
64K Followers

SEO Masterclass: Build and Optimize your Online Beauty Business

In this session, the leading SEO-industry speaker, author and entrepreneur, Matthew Capala, will share the latest SEO and content marketing techniques to get your online beauty business from where you are to where you need to be. From choosing the right website software to actionable SEO strategies, you’ll leave this session with the knowledge and tools to maximize your visibility on Google, boost your online traffic, accelerate leads, and improve sales. Join Matthew for this dynamic masterclass to learn how successful beauty brands have leveraged SEO strategies to win big and get under-the-hood insights to his favorite tactics, including his years of experience consulting the leading beauty brands, including L’Oreal and Makeup.com.

Matthew Capala
Founder
Alphametic