Every year, thousands of makeup enthusiasts converge upon conventions like Beautycon and Gen Beauty to engage with beauty’s most prominent influencers and brands. Boasting industry panels, meet-and-greets, art installations, and pop-up shops, these conferences have helped brands build and cultivate highly engaged communities by providing an opportunity to deepen relationships with influencers and interact closely with consumers. To gain deeper insight into how brands can make the most of these experiences, Tribe Dynamics used EMV, our proprietary metric measuring social media engagement, to examine two leading experience-focused brands, Beautycon and Ipsy, and their respective Beautycon Festivals and Gen Beauty events in 2017.

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