On a cloudless, warmth summer time season day in Los Angeles, plenty of thousand youngsters, the mom and father who adore them and the product sales and promoting machines that cater to them, all gathered inside the stuffy halls of the Los Angeles convention coronary heart to attend Beautycon Pageant — a day-long paean to the model new model of promoting to millennials.
commerce commerce current/reside efficiency/meetup event borders on being nearly a caricature of itself, dwelling (as a result of it does) on the intersection of extreme commerce, leisure and social media film star. Nonetheless Beautycon Media could also be very, very precise. And the company has merely raised $9 million to indicate out its chief govt’s aspirations for the enterprise as a model new model for leisure and commerce.
Moj Mahdara, a former selling govt and the chief govt of the model new media agency, sees Beautycon as a model new approach to harness this period’s curiosity in magnificence, model, leisure and itself.
For the current period of customers, YouTube is the gateway to a model new type of film star — a self-reflexive “person-of-the-people” that speaks on to the digital digicam (and their viewers) in a method that’s seen as unmediated, unvarnished and “real.”
This pseudo-celebrity has flip into the spokesperson for a period that prefers to talk with their icons fairly than be talked to by them.
It’s precisely this impulse that Beautycon harnesses — with meetups, branded objects (like a subscription box) and its private curated social media channels — and it’s what has netted Mahdara, the gay daughter of Iranian immigrants — $9 million in new financing for her agency.
The money is coming from a motley assortment of latest strategic merchants and pedigreed family locations of labor, along with A+E Networks and Predominant Street Advisors. Earlier merchants embrace YouTube film star Bethany Mota, CAA, BBG Ventures (AOL’s enterprise fund), Hearst Media and Jay Brown.
Mahdara sees Beautycon as a method to faucet into the model new multi-cultural, multi-ethnic voice of America’s future generations.
And with the model new funding, she’s making an attempt to develop the company’s media footprint. Part of the money goes to hire a model new head of content material materials, so that Beautycon can not solely harness a period of latest media influencers, nevertheless have a additional energetic hand in creating them.
The enterprise began as a Los Angeles event planner that booked and coordinated conferences linking YouTube stars, their viewers and the producers that must shill to them IRL. Specializing in youthful girls between the ages of 18 and 25, Beautycon estimated that the demographic represents $4 billion a yr in spending on cosmetics, one different $5.7 billion on apparel and tools and $eight.2 billion on pc techniques and electronics.
“The conferences are now officially festivals,” says Mahdara. And now it’s time for the company to develop its footprint. Mahdara has organize a small retailer for Beautycon swag, nevertheless sees options to advertise its private producers of cosmetics and (doubtlessly) totally different apparel.
The company will begin testing its merchandise later this yr, and is making an attempt to create additional distinctive media itself.
“We’ll always be a creator-centric brand,” says Mahdara. And that’s very true inside the current environment.
“I think we have a responsibility to represent the culture and the generation that we work with on a daily basis and it’s no secret that “Gen Z “and women with ethnic and diverse backgrounds have an experience and a point of view in these times,” Mahdara says. “We’ll be out there championing for women’s causes and women-based issues around our brand, our content, and our channels.”
In addition to new content, Beautycon can be making an infinite push into data and analytics. “We’re starting to be a larger partner to the brands we work with, and starting to publish white papers on the learnings of young women in the beauty space,” says Mahdara. “We’re going to publish that data to our partners and then publish some segment to the larger press.”
For A+E Networks, which already has a partnership with Vice, the expansion into the sweetness space is merely an extension of the media agency’s embrace.
“Beautycon has done an incredible job growing and evolving their business into a major player, not only in the experiential marketplace, but also the digital content and e-commerce businesses,” talked about Nancy Dubuc, president and CEO, A+E Networks. “As a co-founder of Beautycon and a strong supporter of women, Moj has created a global movement for beauty and fashion enthusiasts. We are thrilled to partner with Beautycon, and look forward to exploring a number of synergies particularly with our Lifetime brand.”