EDUCATION

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Influencers & Social Media: Transforming Professional Beauty Business

  • Date: Sunday, July 9, 2017 | Time: 11:00am – 12:30pm
  • PBA Member Price: $60
  • Non-Member Price: $75
  • Location: Reef A

With the advent of social influence, traditional professional beauty marketing is being turned on its head as thousands of socially savvy stylists utilize social media to engage their growing audiences of followers – while brands tap into this new channel to promote and sell in new ways. This growing, global shift in how we communicate is not only changing how professionals consume information; it’s also allowing new beauty start–ups to circumvent the old school traditions by connecting directly with their potential clients – salons and stylists– while simultaneously communicating -and building their brands -with consumers. Hear from 3 leading brand executives along with 3 leading influencers to gain insights into what these changing dynamics mean to the distributors, manufactures and professionals alike.

MODERATOR

Gordon Miller
Publisher & VP, Integrated Media
American Salon Magazine

Mike Brady
CEO
Brazilian Professionals

Jen Wilder
Group Vice President of Marketing, e-commerce and Events
Beauty Systems Group

Alfredo Lewis
Global Director of Education
Brazilian Professionals

Larisa Love
Owner
Larisa Love Salon

Alexis Thurston
Co-Founder & Vice President
Pulp Riot

David Thurston
Co-Founder & CEO
Pulp Riot

PR Tactics in Multiplatform Environment

  • Date: Monday, July 10, 2017 | Time: 9:30am – 10:30am
  • PBA Member Price: Complimentary
  • Non-Member Price: Complimentary
  • Location: Reef B

Being socially aware while traditionally savvy should be the strategy for today’s publicists. Today’s fast-paced environment calls for both. The standard press release or thought leadership article has not died; however, with more and more digital media outlets surfacing there is also a growing need for condensed and compelling pieces that work best online. Learn how to become a media darling and go-to expert for either scenario from this esteemed panel.

MODERATOR

Steffanie Attenberg
Publisher
NewBeauty Magazine

Nancy Behrman
Founder
Behrman Communications

Laura Bierbaum
VP
Behrman PR

Liz Ritter
Executive Managing Editor
NewBeauty Magazine

Beauty+Tech=A Beautiful Marriage

  • Date: Monday, July 10, 2017 | Time: 11:00am – 12:30pm
  • PBA Member Price: $60
  • Non-Member Price: $75
  • Location: Reef B

Technology has stepped in to feed women’s quests to find the newest products to make them look their best and aid on the ‘discovery’ process. With just one click, makeovers are now possible, product recommendations are instant and the path to purchase is seamless in an omni-channel world where traditional brick-and-mortar stores sales aided by digital technology. What is the best non-intrusive way of using technology to help move more products and connect with consumers? Traditional retailers have been at the forefront of fusing technology into the store shopping experience and carry digital tools into the store environment. Pure online players have curated their online store with products that are most sought-after and used the social channels to groom a loyal following. What can you do as an up-and coming brand to learn from their success?

MODERATOR

Faye Brookman
Critical Mass Reporter
Women’s Wear Daily

Kelly Alexandre
Senior Analyst in Kline’s Consumer Products Practice
Kline

Andy Howell
Founder & CEO
Match Co.

Parham Aarabi Ph.D.
Founder & CEO
ModiFace

Disruptive Beauty

  • Date: Tuesday, July 11, 2017 | Time: 10:00am – 11:30am
  • PBA Member Price: $60
  • Non-Member Price: $75
  • Location: Reef C

Disruption is the new normal. A new class of innovators is deliberately breaking tradition by leveraging direct-to-consumer channels, AI, mobile and analytical technology, data and more to create new beauty paradigms. Learn about the underlying consumer and technology trends driving the latest market innovations, as well as their future implications, directly from today’s groundbreakers.

MODERATOR

Jeb Gleason-Allured
Editor in Chief
Global Cosmetic Industry Magazine

Amy Errett
CEO
Madison Reed

Yarden Horwitz
Trendspotting Lead
Google

Flynn Matthews
Principal Industry Analyst, Global Beauty
Google

Simon Shen
CEO
HiMirror

The Virtual Experience Economy

  • Date: Tuesday, July 11, 2017 | Time: 10:00am – 11:30am
  • PBA Member Price: $60
  • Non-Member Price: $75
  • Location: Reef B

There is tremendous power in creating an instantaneous connection with consumers in today’s fragmented media environment, particularly within social media. In a world where the social ‘currency’ is creative photography, how do you get the best visuals in your feed ‘bank’? Visuals are key to online marketing so what are the top 3 things to remember when creating images? Experience sharing is fast becoming the most engaging way of getting online ‘love’ and likes. So, how can you create ‘how to’ tutorials and experiences that are relatable and therefore shareable to lead to online sales?

MODERATOR

Kendra Bracken-Ferguson
Founder
The BrainTrust

Conor Begley
Co-founder and President
Tribe Dynamics

Andrea Derricks
Manager, Digital Insight & Innovation
Unilever

The Social Game: Influencers

  • Date: Tuesday, July 11, 2017 | Time: 12:00pm – 1:00pm
  • PBA Member Price: Complimentary
  • Non-Member Price: Complimentary
  • Location: Reef C

Consumer views of beauty videos and beauty marketing on platforms such as YouTube are continuing to grow at an unprecedented rate, highlighting significant shifts that beauty brands and marketers should be aware of. Beauty creators own 80% of YouTube’s top performing beauty videos; however, beauty video content from brands is becoming more popular. Emerging content categories hold critical growth opportunities for brands. Gain insights from a group of influencers who rank at the top of the online beauty sphere and who are well versed into the subtleties of connecting with beauty consumers.

MODERATOR

Breanna Armstrong
Director Social Media & Digital Marketing
Creative Age Media

Josue Martinez
@glamourbyhosway
Instagram

Kourtney Jorge
@creolekourt
Instagram

Lavenda Memory
@lavendascloset
Instagram

Felicia Walker Benson
@thisthatbeauty
Instagram

Laiba Zaid
@bodmonzaid
Instagram

Creating Your Brand’s Online Identity Through Content, Visual Storytelling and The Right Influencers

  • Date: Sunday, July 9, 2017 | Time: 11:00am – 12:00pm
  • Location: Reef C

Social media has created a dynamic channel for beauty brands to communicate with their customers 1:1 everyday, 24/7 on topics ranging from sales specials to product reviews to makeup tutorials! But while this always on stream of interaction and promotion drives awareness for your brand, it’s important that you have the right content, visual story and influencer partnerships that properly communicate who your brand is and what your brand stands for! This interactive three part session will help you create and maintain your brand’s mission and voice while being active and present on social media and provides tips and tools to help you find the right influencers for your unique brand needs.

Kendra Bracken-Ferguson
Founder
The BrainTrust