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(AP Invision)

BeautyCon is a one-of-a-kind event for top digital fashion and beauty influencers and their ever-growing number of fans. The third-annual conference was held at downtown Los Angeles’ LA Mart in partnership with Elle magazine on Aug. 16 from 10 a.m. to 6 p.m., marking the second stop for BeautyCon’s 2014 event series.

Bethany Mota and Kelly Osbourne (AP Invision)

BeautyCon is the place where hundreds of content creators—professional beauty gurus, editors, celebrities, bloggers and YouTube personalities—come together to network, discuss the future of online media and interact with their fans. This year at BeautyCon New York, the event garnered 153 million impressions and reached 23 million people with #BeautyConNYC trending worldwide. More than 4,000 fans attended the summit to meet their favorite style and beauty icons, listen in on a variety of panels and experience exclusive activations by featured brand partners.

Amongst the attendees at the L.A. event were Kelly Osbourne and Bethany Mota as keynote speakers. Along with these ladies, Jeannie Mai hosted three of the panel discussions in which influencers such as Kandee Johnson, Shay Mitchell, Michaela Blaney and Aimee Song discussed inner beauty and other women-empowering topics. Being a beauty blogger myself, it was a pleasure attending this event specifically for being able to interact with the online community of beauty and fashion gurus.

This daylong experience was geared toward the tech savvy and socially-connected group BeautyCon’s creators have dubbed “Generation Connected.” Gen C, also known as the YouTube generation, is a group—80 percent of which is comprised of Millennials—who care deeply about creation, curation, connection and community, and is a powerful new force in consumer culture. Brands that participated included NYX Cosmetics, American Apparel, Uberbliss, Tarte Cosmetics, Salon Perfect, Crown Brushes, Lola V, the Platform, Insta Brand, the Hunt, CoverGirl, Luster White, Shea Moisture, Bellami Hair, Cult Gaia, Stila, Too Faced, Mr. Kate, StyleHaul and Panasonic Beauty, to name a few. Created to inspire and cultivate a new generation of online fashion and beauty trendsetters, BeautyCon also introduced the BeautyCon Fashion Fan Club (BFF Club) where guests were able to sign up and receive special promotions, meet and greets, personalized shout outs from their favorite YouTube sensations and other perks.

To learn more about BeautyCon and the BFF Fan Club, visit beautycon.com.

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