Convention O’ Beauty: Generation Beauty L.A. 2016

“Inspiring women everywhere to express their unique beauty.”
– Generation Beauty by IPSY


The Los Angeles Generation Beauty was the perfect place for beauty brands, gurus, fans and most importantly products to collide in celebration of luxury, style and individuality. The beauty convention drew hundreds of female and male beauty lovers out in the rain and over to L.A. Live, on January 30th & 31st.

Style icon Morganne Picard gave Effie Magazine editors and staff a “VIP/Backstage Pass” tour of Generation Beauty 2016. Along the way products were tested and sampled, photos were posed for and taken, and introductions were made to such beauty visionaries as Pixi’s Colleen Lota, Milani’s Susan McCready and Jouer’s Christina Zilber.

Beauty and innovation were not exclusive to the faces and products. Micro-venues and pop-up stores lured crowds into the world of each brand. The best in visual show were Benefit’s Polynesian Playground, Luxie’s Batman inspired “Beauty-Mobile,” Smashbox’s Red Carpet Party with DJ Big D, Too Faced’s Candy Shop Store, and Absolute New York’s Disco Club. From the abundance of beauty lights, muscled Hula men and Unicorn mascots to raffles, on-site beauty treatments and screaming fans, this DTLA convention felt more like a casino where bids are placed with compacts and lipstick.

Many waited in lines for hours to meet their favorite makeup mavens, style stars and snag bags of swag. Several conversations surrounded the popularity of beauty bloggers and the ever growing demand for beauty products, and the answer was always simple: Unlike like Dior handbags, Jimmy Choo shoes and Chanel suits “the price-point of cosmetics makes high-end luxury accessible to anyone, especially when it comes to teens. That’s the reason.”

Effie Magazine’s  Product Picks From Generation Beauty 2016

Generation Beauty is the creation of IPSY, a personalized monthly subscription service that delivers Glam Bags filled with deluxe samples and full-sized beauty products to members, for $10 per month –

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