Beautycon proved the power of experiential marketingonce again in L.A. Over 200 booths from major and indie brands alike prompted social media posts with Instagrammable runways, backgrounds, and swings. Meanwhile, traditional and online celebrities, from Drew Barrymore to Nikita Dragun, attracted legions of fans. Beautycon is expanding to new cities and getting bigger every year, as more fans flock to the event to be as “extra” as they want. (NYT, NYT)
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