EDUCATION

Cosmoprof North America puts relevant intelligence at your fingertips so that you can easily make informed decisions to positively impact your business.

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Influence vs. Influencer

  • Date: Monday, July 30, 2018 | Time: 11:00am – 12:30pm
  • PBA Member Price: $50 until June 29; $60 beginning June 30
  • Non-Member Price: $65 until June 29; $75 beginning June 30

A moderated panel discussion on the trends, opportunities and best practices that have taken the professional salon industry by storm. Featuring a panel of leading professional beauty influencers and social media experts.

MODERATOR

Gordon Miller
CEO
Hairbrained

Leysa Carrillo

(@leysahairandmakeup)

Shelley Gregory

(@shelleygregoryhair)

Chelsea James

(@chelseavonnejames)

Ashlee Levitch

(@Bangstyle)

The K-Beauty Factor: looking ahead at what’s to come

  • Date: Sunday, July 29, 2018 | Time: 12:30am – 1:00pm
  • PBA Member Price: $25 until June 29; $35 beginning June 30
  • Non-Member Price: $30 until June 29; $40 beginning June 30

The Korean Beauty factor has turned the innovation cycle on its head in the beauty industry. With the introduction of unique ingredients, exponentially condensed product launch cycles, and social-media-friendly packaging, both consumers and retailers alike have fully embraced Korean Beauty as a mainstay category on vanities and retail shelves. Where is the K-beauty phenomenon headed in the beauty industry? Learn from Korean beauty expert and architect, Alicia Yoon of Peach & Lily, what is to come and how it’s relevant to you.

Alicia Yoon
Korean skincare expert and the Founder
Peach & Lily

From Molecule to Cosmetic Product: How Trends Influence Scientific Ingredient Innovations in Beauty & Personal Care

  • Date: Sunday, July 29, 2018 | Time: 1:30pm – 2:00pm
  • PBA Member Price: $25 until June 29; $35 beginning June 30
  • Non-Member Price: $30 until June 29; $40 beginning June 30

Beauty consumers are now more demanding of products, services, and brands than ever before. The beauty industry has been evolving: digitalization has modified the consumer purchasing journey, retail channels have shifted, new players have entered the market, and connected beauty technology has emerged. Social media platforms and personalization of everything from products to information have lowered the barrier for indie brands to enter the market. In the last 5 years, the indie brand segment grew 10% while traditional brands grew only 2%. Beauty brands are now faced with the need to provide innovative solutions to consumers in order to succeed. Join BASF in a conversation about current beauty trends and discover the journey from innovative ingredients to successful cosmetic products.

Sevgi Senel-Guler
Market Development Manager
BASF Personal Care, North America

Kline & Co – Top Products at Retail

  • Date: Sunday, July 29, 2018 | Time: 3:30pm – 4:00pm
  • PBA Member Price: $25 until June 29; $35 beginning June 30
  • Non-Member Price: $30 until June 29; $40 beginning June 30

The internet is the fastest growing channel of distribution in the beauty industry with an average growth above 20% the past five years. The digital playing field is the ultimate leveler, with new indie brands like Huda Beauty and Kylie Cosmetics bubbling up and having equal opportunity to compete with the industry’s stalwarts. This presentation will reveal the brands and products that are winning in the digital space in the categories of skin care, makeup, and hair care, traced by Amalgam, Kline’s newly developed tool that scores beauty products based on their ranking among best-selling product listings and customer ratings and reviews across nearly 20 leading retailer websites. The presentation will also take a look at the best-scoring items from professional beauty brands, from established ones like Redken, Sexy Hair, and TIGI to relative newbies like Suavecito and Verb.

Carrie Mellage
VP
Kline & Co

Influencer Hacks and Hidden Habits to Inspire Future Product Innovation

  • Date: Sunday, July 29, 2018 | Time: 4:30pm – 5:00pm
  • PBA Member Price: $25 until June 29; $35 beginning June 30
  • Non-Member Price: $30 until June 29; $40 beginning June 30

What if influencer activity could be harnessed into a crystal ball to help mine future product ideas? Preen.Me surveyed their global community of 80,000 influences for insights, hidden hacks and fringe behaviors to inspire brand product development ideation for 2019-2020. Preen.Me supplemented the survey with a Q1-Q2 2018 metadata study, analyzing millions of social conversations to confirm which trends you don’t want to miss out on!

Danya Klein
VP Brand Partnerships
Preen.Me

FROM UNATTAINABLE TO REAL: THE 411 ON DEVELOPING VIRAL BEAUTY CONTENT FROM THE WOMEN OF AS/IS

  • Date: Monday, July 30, 2018 | Time: 11:30am – 12:30pm
  • PBA Member Price: $25 until June 29; $35 beginning June 30
  • Non-Member Price: $30 until June 29; $40 beginning June 30

The days of creating unattainable beauty and fashion content are gone. Today’s beauty landscape requires real women and men, of all shapes, colors and sizes, to be the voices of content that actually connects with the audience. With more than 340 million views worldwide every month across its beauty and style content, BuzzFeed’s As/Is has built one of the biggest beauty and style audiences in the world. As/Is explores the world of beauty and style through the lens of individuality, diversity and body positivity, celebrating the audience for who they are – as is. But what makes beauty and style content travel? Join beauty editor Essence Gant, creator Jazzmyne Robbins, Ladylike producer Kristin Chirico, and video producer Emily Erhart as they reveal the secrets to creating beauty content that people want to share across social media and is inclusive of every single voice.

PANELIST

Essence Gant
Beauty Editor
Buzzfeed

Emily Erhart
Video Producer
Buzzfeed

Jazzmyne Robbins
Beauty Producer
Buzzfeed

Kristin Chirico
Ladylike Producer
Buzzfeed

IF YOU BUILD IT THEY WILL COME. THE BEAUTY OF DIGITAL

  • Date: Monday, July 30, 2018 | Time: 3:00pm – 4:30pm
  • PBA Member Price: $50 until June 29; $60 beginning June 30
  • Non-Member Price: $65 until June 29; $75 beginning June 30

Speed to market through online commerce is practically guaranteed… The process of getting from the idea generation stage, to quickly opening an online storefront, and setting up social media profiles is relatively fast but then what? If you build it, will they come? Find out how successful companies attract traffic and the right eyeballs to their site through powerful SEO campaigns. And how affiliate marketing can be a revenue-generating stream that you can easily plug into social media campaigns to monetize online referrals from beauty influencers. Affiliate marketing pros will explain best use and implementation tactics that
will reward your affiliated macro influencers, help bring new sales and deliver fresh new leads.

MODERATOR

Kendra Bracken-Ferguson
Chief Digital Officer
The BrainTrust-CAA Group

Auburn Berry
Sr. Manager
Sally Beauty

Matthew Capala
Founder
ALPHAMETIC

Sara Gobbo
VP of Sales
Live Story

Hosway Morbak
Social Media Influencer
GlamourByHosway

BEAUTIFUL CONTENT: ENGAGING STORYTELLING AND BRAND AMBASSADORS

  • Date: Tuesday, July 31, 2018 | Time: 11:00am – 12:30pm
  • PBA Member Price: $50 until June 29; $60 beginning June 30
  • Non-Member Price: $65 until June 29; $75 beginning June 30

Everyone loves a good story and a good storyteller will always be the center of attention. This holds true both offline and online. Social media platforms thrive on engaging content. Who are today’s best storytellers and what are they doing successfully to get their stories embraced by millions of consumers?

MODERATOR

Gordon Miller
CEO
hairbrained

Andi Hadisutjipto
Founder and CEO
RIVITER

Simone Oliver
Media Partnerships
Facebook

Jess Scull
@loveforlacquer
LoveforLacquer

Conor Begley
Co-Founder & President
Tribe Dynamics

How Influencers Are Shaping the Beauty Industry

  • Date: Tuesday, July 31, 2018 | Time: 11:00am – 12:30pm
  • PBA Member Price: Free
  • Non-Member Price: Free

Influencers and content creators have replaced traditional celebrities and entertainers as the driving force behind beauty trends and product sales. Journalists and co-hosts of the Fat Mascara podcast Jessica Matlin and Jennifer Goldstein will dig into this topic during an engaging discussion with four influencers: Yire Castillo (@yire_castillo), Alexandrea Villareal (@alexandreavillareal), Fritzie Torres (@hellofritzie), Lara Eurdolian (@prettyconnected). The panelists will discuss their content development processes, how they discover and create new trends, how they choose products to feature, what types of content gets the best engagement from their audiences, what moves product, and what works (and doesn’t work!) when they partner with beauty companies on marketing and social campaigns. They’ll also discuss how follower bots and influencer fraud have affected them and new ways companies can capitalize on influencers’ marketing power while remaining authentic to their brand and seeing a return on their investment.

MODERATOR

Jennifer Goldstein
Beauty Director
Fat Mascara

MODERATOR

Jessica Matlin
Writer, Editor, Consultant and Co-Host
Fat Mascara

Yire Castillo
@yire_castillo
435.4K Followers

Lara Eurdolian
@prettyconnected
67K Followers

Fritzie Torres
@hellofritzie
168K Followers

Alexandrea Villareal
@alexandreavillareal
64K Followers

SEO Masterclass: Build and Optimize your Online Beauty Business

  • Date: Sunday, July 29, 2018 | Time: 2:00pm – 3:00pm
  • PBA Member Price: $80 until June 29; $90 beginning June 30
  • Non-Member Price: $110 until June 29; $130 beginning June 30

In this session, the leading SEO-industry speaker, author and entrepreneur, Matthew Capala, will share the latest SEO and content marketing techniques to get your online beauty business from where you are to where you need to be. From choosing the right website software to actionable SEO strategies, you’ll leave this session with the knowledge and tools to maximize your visibility on Google, boost your online traffic, accelerate leads, and improve sales. Join Matthew for this dynamic masterclass to learn how successful beauty brands have leveraged SEO strategies to win big and get under-the-hood insights to his favorite tactics, including his years of experience consulting the leading beauty brands, including L’Oreal and Makeup.com.

Matthew Capala
Founder
Alphametic

Social Media Soundbites That Spell Trouble

  • Date: Sunday, July 29, 2018 | Time: 4:00pm – 5:00pm
  • PBA Member Price: $80 until June 29; $90 beginning June 30
  • Non-Member Price: $110 until June 29; $130 beginning June 30

Today’s hottest beauty brands leverage social media and influencers to connect with consumers and create brand sentiment and online sales. As consumer are paying attention to this online chatter so are the FCC and FDA who have caught on to the industry and have issued a flurry of notices, warning letters and fines against beauty industry players. Find out how to use social media communication in a smart way and learn what can get your company in trouble.

Sharon Blinkoff
Counsel at Locke Lord LLP
Locke Lord LLP