4 Trends We Spotted at Beautycon 2019

This weekend, we went trend-spotting at the go-to event for the beauty-obsessed…

Beauty’s biggest event went down in New York this past weekend, and brands, content creators, celebrities, and thousands of young fans were there celebrating their passion for beauty. Beautycon continues to be an industry powerhouse, a mash up of a festival and retail experience that takes place in cities around the world. This was the event’s fifth year in New York City, and it reached sold-out status with a program that featured some of the top brands in the industry, empowering panels, well-known beauty influencers, and beloved music artist, Cardi B. Even teen-favorite brand, Fashion Nova, made a flashy appearance at this year’s event, with a Hollywood-style photo shoot set up for young attendees.

When we spoke with the event’s founder Moj Mahdara in 2017, she told us Beautycon’s appeal is inclusivity: “Beautycon is a community of different but like-minded individuals from all over the world who have come together to celebrate one thing—beauty! Our community is redefining beauty inside and out. We empower our audience by providing a space where everyone is valued and included, can talk about experiences and share.”

We went to join the community, and scope out the latest trends in the beauty space that brands should know about next:

Beauty From Within

This year’s Beautycon proved that beauty is no longer just skin-deep. A host of brands and new products promised results that would go beyond the surface, fulfilling Gen Z and Millennials’ affinity to optimize their self-improvement. Patchology’s tea-infused eye gels, for example, contain ingredients that not only soothe the undereye area but can provide a boost of happiness or promote relaxation through aromatherapy. And speaking of feeling relaxed,…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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