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?
Working closely with a nimble and highly engaged core team, we crafted a new positioning, identity, and brand voice to inspire and reshape Beautycon’s perception within the beauty industry and beyond. Our hyper collaborative approach allowed for real-time alignment on philosophical decisions and granular details, ensuring the quality and integrity of the final visual identity.
Every aspect of the new identity—from the color palette to the dynamic layout—embodies a spirit of rebellion and boldness. The logo, “The Beauty Mark,” along with the usage of striking typographic punctuation, conveys the confluence of diverse voices and perspectives that are integral to Beautycon events.
The new Beautycon embraces its roots as an outspoken trailblazer that reimagines beauty for all.
After its four-year hiatus, Beautycon 2023 returned to its hometown of Los Angeles with a new vision, mission, and look. The two-day extravaganza brought together beauty rebels, creators, and celebrities through thought-provoking panels, activations, and the presence of emerging brands that aim to democratize and galvanize the beauty industry.
