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)
Blurred Lines: State of Media
Big publishers are generating revenue from affiliate programs and subscription boxes as they morph into online retailers. The news heard by BeautyX attendees? Condé Nast is meeting the influencer challenge head-on, and is developing ways for small brands to grow inside its system.
What used to be called PR is now all about communication via marketing, social and influencer outreach. Veteran PR mavens described how they are staying ahead of the curve for clients—but only when the clients are receptive to changing quickly as well.
Instructors provided a crash course in the execution of a deskside meeting with a beauty editor. It laid out, step by step, what to prepare, important considerations, and the best communication timelines.
Trade Publication Panel
Heard the one about the low-trafficked article that nevertheless received one critical pageview resulting in retailer outreach to a brand? BeautyX participants did. Trade publications have critical readerships looking for partnerships with emerging brands.
Media Pitch Workshop
This intimate workshop gave brand founders the opportunity to test and refine their media pitches in an intimate, professional mentoring session. The feedback came from PR professionals and industry experts.
Consumer Beauty Media Panel
The reader comes first and taste is everything. For today’s multi-talented beauty editors, maintaining their empires requires long hours and critical product assessments. Stakes are high, and panelists said they look to indies for The Next Big Thing.
Consumer Beauty Media Case Study
One SKU and one massively important article in Into The Gloss resulted in press, accolades and business success. This exploration revealed that it all began with a carefully crafted message and support from a niche site at the roots of the editor grapevine.
A bald man for the win. Comprehensive Cranium Care won coveted two of four prizes during a spirited live-learning exercise that also generated audience enthusiasm for an ayurvedic-based skincare company and a gorgeous new wellness tool.
A huge thank you to everyone who attended, and to our incredible speakers. Don’t miss out on Early Bird ticket pricing for our next summit, the BeautyX Retail Summit in Dallas, May 13-14.