Live Nation chose Olympia London as venue for the first UK edition of its international beauty and fashion summit for influential content creators, celebrities and their fans.
Launched out of Los Angeles in 2012, international expansion saw London added to the bill as more than 17,000 fans voted for BeautyCon to come to the UK.
Organisers chose Olympia London because of its unique combination of iconic, classical and contemporary qualities. Olympia West, its newest space, was the perfect setting for this modern show looking to make its mark in the capital.
Around 4,000 fans arrived via Olympia West’s dedicated entrance to meet online idols in beauty and cosmetics and engage with their favourite brands.
Benefit Cosmetics’ beauty bar trailer provided make-up retouching and product samples, while the Vogue International stand delivered Organix hosted hair braiding sessions.
Make-up masterclasses were hosted at Tarte Cosmetics and at the NYX stand, there was a private talent lounge and pop-up shop. The Liz Earle brand hosted a botanical beach-themed stand where visitors could enjoy manicures and hand and arm massages.
Meeting fans at autograph and photo stations were YouTube personalities, bloggers and beauty experts including Tyler Oakley and Amanda Steele of the US, as well as the UK’s Fleur de Force, Lily Pebbles and Lily Melrose. The panel programme gave aspiring writers the chance to learn tips and insights from their idols.
“We were very excited to expand our community across the water for the first time in London. Olympia London was a great venue for the launch; conveniently located to welcome visitors from all over the UK and giving us a beautiful blank canvas to showcase brands and bloggers' creativity. We're excited about the possibilities for the event internationally,” commented BeautyCon Chief Executive, Moj Mahdara.