Work
Beautycon
Reviving a cultural force in beauty
Beautycon, the world’s premiere beauty festival, was at a standstill after experiencing inclusivity setbacks, severed partner relationships, and the end of in-person events amid the pandemic.
Recognizing both its inherent risks, but believing in its transformative power, Essence Ventures made a resolute commitment to rebuild its reputation.
We were brought in to answer the question: how might we restore trust and build culture-forward thinking as a core part of the brand?
The new Beautycon embraces its roots as an outspoken trailblazer that reimagines beauty for all.