It’s been three weeks since the most intellectually stimulating event in beauty entrepreneurship hit Los Angeles for the second time. Below, read just a handful of takeaways from each of the sessions. Stay tuned as more announcements are made about our upcoming BeautyX Retail Summit in Dallas, May 13-14. (Early bird ticket pricing ends 2/26)
Media Landscape Course
BeautyX kicked off by assessing the impact of various beauty media. One such example: Landing a mention in a national press outlet will lead to quick sales and awareness, but can result in ‘the Redbull Effect’—a burst of energy followed by a crash.
Common turn-offs for indie-loving influencers these days? Excessive packaging, getting swamped with blind submissions, unanswered DMs and automatic expectations of exclusivity. Turn-ons? Offering an equity stake for long-term partnerships.
Influencer Case Study
What happens when an innovative brand founder taps an independently-minded influencer to develop a hot new product? Deep conversations about formulation, presentation and how to offer credible support without neglecting one’s followers.
Influencer Management Companies
Reach, range and speed are assets of influencer management platforms. But how do they compare to one another, and what are the important considerations when working with them? The course explored influencer management companies and best practices.
The average annual spend for podcast advertising is projected to zoom to $500 million in 2020 from $200 million in 2017. Beauty podcasts are booming, panelists reported, due to engaged audiences and brands seeking meaningful communication with consumers.
The Art of Social Listening
This course defined and explained social listening, starting from the prelaunch period onward. It covered the process of monitoring, reviewing, processing, and responding to general communication patterns and specific comments within a brand’s community of interest.
Podcaster Case Study
A brand and podcaster ripped the veil off the metrics of their successful partnership. After sending product, purchasing three host-read ads and promoting a 25% off coupon, more than 225 listeners responded to the tune of $10,000 in sales. Yes, they plan to do it again.
The Art of Instagram
Select attendees learned how indie beauty and wellness brands can make the most of the increasingly complex Instagram business model—from the right tone to use, to best practices, to Instagram Story content creation.
In The Flesh: Linda Wells
One of the foremost thinkers in beauty and media today argued for sustainability as the next major frontier in beauty, dismissed the need for celebrity campaigns and affirmed that founders and real faces linked to brand identity are what drives sales today.
There was no better way to wrap Day 1 than with a lively cocktail reception where attendees could mingle with other brand founders, luminary speakers, and exhibitors.