At this year’s Los Angeles Beautycon event, 157 brands showcased what they had to offer to more than 32,000 guests. Since its inception in 2014, Beautycon has grown, becoming more than just a convention for beauty product lovers. In addition to brand’s offering full-sized samples alongside Instagrammable moments, this year the event featured live interviews with celebrities like French Montana and Priyanka Chopra. As Beautycon CEO Moj Mahdrara best put it, “it’s a community moment where everyone’s coming to meet up with friends and family. ”
Throughout the evolution of this beauty event, the Beautycon team has observed, gathered data, and become resident experts related to what younger generations expecting from brand interactions. In fact, the group has gathered so much data surrounding “pivotals” that they are publishing their findings on the FOMO report.