--- title: Glossy Beauty Summit Insights – Storytelling and Influencers description: Insights from Glossy's Beauty Summit including importance of storytelling, and how influencers naturally bridge the gap between brand and consumer image: https://blog.juliusworks.com/hubfs/blog-glossy-beauty-summit-insights.jpg --- [![Julius By Triller - Wordmark - Purple (1)-1](https://blog.juliusworks.com/hs-fs/hubfs/Julius%20By%20Triller%20-%20Wordmark%20-%20Purple%20(1)-1.png?width=239&name=Julius%20By%20Triller%20-%20Wordmark%20-%20Purple%20(1)-1.png "Julius By Triller - Wordmark - Purple (1)-1")](https://www.juliusworks.com) - [Platform](https://www.juliusworks.com/platform) - [For Influencers](https://www.juliusworks.com/for-influencers) - [Content Hub](https://blog.juliusworks.com) - [About](https://www.juliusworks.com/about) - [Sign In](https://app.juliusworks.com/login) - [Demo](https://hub.juliusworks.com/demo) # Glossy Beauty Summit Insights – Storytelling and Influencers [By kswanson](https://blog.juliusworks.com/author/kswanson) ![content_marketing_with_IGC_NL](https://blog.juliusworks.com/hs-fs/hubfs/content_marketing_with_IGC_NL.jpg?width=564&name=content_marketing_with_IGC_NL.jpg "content_marketing_with_IGC_NL") Featured Ebook # Content Marketing with IGC Richer Content, Expanded Reach, Cost-Effective [Read More ▸](https://hub.juliusworks.com/content-marketing-with-igc) - [BLOG](https://blog.juliusworks.com) - [PODCASTS](https://blog.juliusworks.com/tag/podcast) - [RESOURCES](https://hub.juliusworks.com/resources) - [CASE STUDIES](https://hub.juliusworks.com/case-study) - [PRESS](https://hub.juliusworks.com/press) [EBOOK](https://hub.juliusworks.com/what-is-influencer-marketing) ## [What is Influencer Marketing? Digital Marketing Evolved](https://hub.juliusworks.com/what-is-influencer-marketing) [Read More ▸](https://hub.juliusworks.com/what-is-influencer-marketing) [BLOG](https://blog.juliusworks.com/what-is-earned-media-value) ## [What Is Earned Media Value?](https://blog.juliusworks.com/what-is-earned-media-value) [Read More ▸](https://blog.juliusworks.com/what-is-earned-media-value) [PODCAST](https://blog.juliusworks.com/julius-profiles-episode-07-market-research) ## [EP 12: Using Influencers for Market Research](https://blog.juliusworks.com/julius-profiles-episode-07-market-research) [Read More ▸](https://blog.juliusworks.com/julius-profiles-episode-07-market-research) [CASE STUDY](https://hub.juliusworks.com/case-study-huge) ## [Huge Scales Influencer Marketing with Julius](https://hub.juliusworks.com/case-study-huge) [Read More ▸](https://hub.juliusworks.com/case-study-huge) Filter By Categories - [Roundup](https://blog.juliusworks.com/topic/roundup) - [Blog](https://blog.juliusworks.com/topic/blog) - [Insights](https://blog.juliusworks.com/topic/insights) - [Podcast](https://blog.juliusworks.com/topic/podcast) - [Influencer Marketing Platform](https://blog.juliusworks.com/topic/influencer-marketing-platform) As Director of Business Development for the Julius influencer marketing solution, I recently had the pleasure of attending Glossy’s inaugural Beauty x Wellness Summit in Santa Barbara, California. For three days, marketers and brands joined together to hear insights from speakers such as [NARS Cosmetics](https://www.narscosmetics.com/), [Winky Lux](https://www.winkylux.com/), [Ipsy](https://www.ipsy.com/), and more, as they discussed K-beauty trends, premium haircare needs, video marketing platforms, and organic cosmetics startups. Content generally leaned towards the beauty space, with most panelists agreeing that the wellness movement isn’t a “trend,” as they eluded (sometimes vaguely) to their own brand’s specific steps for transitioning into the wellness space. Aside from the unbeatable backdrop of serene palm trees and a Pacific Ocean breeze at the coastal Ritz Carlton, the conference stood out in its ability to prompt frank discussion across legacy brands, including [L’Oreal](https://www.loreal.com/) and [Estée Lauder](https://www.esteelauder.com/), and beauty newcomers. ## Below are some insights I gained from the summit, with a specific focus on our own industry here at Julius – the world of influencer marketing. ### The Era of “Personalization” If working in the influencer marketing industry for the past four years has taught me anything, it’s that the goal of finding “authentic” influencer partnerships is omnipresent. While I recognize that authenticity is the cornerstone of successful influencer campaigns, it’s hard to love the term as marketers rely on it as default verbiage in almost every influencer-focused panel. Refreshingly, at Glossy’s inaugural Beauty x Wellness Summit in Santa Barbara, the term of the day was “personalization.” Several brands – [Peach & Lily](https://www.peachandlily.com/), Ipsy, [OUAI Haircare](https://theouai.com/), to name a few – outlined their process of seeking out influencers that help them engage with consumers on a personal level. ![Glossy’s inaugural Beauty x Wellness Summit in Santa Barbara](https://blog.juliusworks.com/hs-fs/hubfs/Glossy%E2%80%99s%20inaugural%20Beauty%20x%20Wellness%20Summit%20in%20Santa%20Barbara.jpg?width=1000&name=Glossy%E2%80%99s%20inaugural%20Beauty%20x%20Wellness%20Summit%20in%20Santa%20Barbara.jpg) #### Surprise! Everyone’s Still Struggling With Attribution If we could solve this one, we’d all be billionaires, right? Issues with scalability were discussed, as several brands mentioned relying on data from cumbersome consumer surveys to gain insights into recent campaign successes – and failures. **Diversity, *whomp whomp*** After the first two days of sessions at the summit, I was surprised that the diversity of the beauty world was barely touched on. True, brands like OUAI Haircare discussed employing a diverse array of influencers to successfully showcase the variability of their curly hair products, for instance, and others added that “diversity is a must” when both marketing and launching their products. However, the general consensus felt a bit non-committal – brands know and recognize the rising importance of diversity in the beauty space, but as one speaker put it (without naming any names), it seems like many marketers are leveraging diversity as a commercial opportunity, and not a genuine practice of inclusion. ##### Testing of Non-Digital Marketing Formats Are on the Rise From IRL experiences to podcast marketing, product review channels, and an elevated importance on strategic B2B partnerships, new platform marketing formats were discussed at length during the conference. Two common themes emerged from both panels and workshop discussions: 1. *Vertical integration:* Layering marketing approaches for a more vertically integrated experience – such as promoting an event via both a partner podcast and brand-aligned influencer content – has proven most successful when taking on the risk of testing the waters with a new marketing strategy. 2. *The popularity of pop-ups:* B2B partnerships are the key to running a successful pop-up or event space takeover – but don’t expect a high ROI. Customer acquisition is important, but retention remains the challenge as pop-ups become more and more popular in the beauty and wellness space (and in general – [with Facebook even getting in the mix](https://www.fastcompany.com/90263002/facebook-just-opened-pop-up-retail-shops-in-time-for-the-holidays)). All-in-all, the most impactful takeaway I had from Glossy’s Beauty x Wellness Summit was that storytelling and category education remain paramount initiatives for both fledgling and prestige brands – with influencer partnerships serving as a natural and powerful platform for bridging the gap between brand and consumer. November 15, 2018 [See More Julius Content](https://blog.juliusworks.com/)   [Recap](https://blog.juliusworks.com/topic/recap) ### Subscribe to Our Newsletter Follow Us [![Julius Facebook Social Icon](https://blog.juliusworks.com/hubfs/facebook.svg)](https://www.facebook.com/juliusworks) [![Julius Instagram Social Icon](https://blog.juliusworks.com/hubfs/instagram.svg)](https://www.instagram.com/julius_works/) [![Julius Twitter Social Icon](https://blog.juliusworks.com/hubfs/twitter.svg)](https://twitter.com/juliusworks/) [![Julius LinkedIn Social Icon](https://blog.juliusworks.com/hubfs/linkedin.svg)](https://www.linkedin.com/company/juliusworks) [![Julius Pinterest Social Icon](https://blog.juliusworks.com/hubfs/pinterest.svg)](https://www.pinterest.com/julius_works/) Featured [Nano Influencers: A Deep-Dive into Who They Are and Why They Matter](https://blog.juliusworks.com/nano-influencers-a-deep-dive) [Read More ▸](https://blog.juliusworks.com/nano-influencers-a-deep-dive) [Four Top Trends for Influencer Marketing in 2019](https://blog.juliusworks.com/4-top-trends-for-influencer-marketing-in-2019) [Read More ▸](https://blog.juliusworks.com/4-top-trends-for-influencer-marketing-in-2019) [Seven Things to Consider in a Contract for Influencers](https://blog.juliusworks.com/7-things-consider-contract-for-influencers) [Read More ▸](https://blog.juliusworks.com/7-things-consider-contract-for-influencers) [Five Ways to Tackle Skeptics About Influencer Marketing](https://blog.juliusworks.com/tackle-skeptics-influencer-marketing) [Read More ▸](https://blog.juliusworks.com/tackle-skeptics-influencer-marketing) [How Micro-Influence Changed The Fashion Industry](https://blog.juliusworks.com/micro-influence-fashion-industry) [Read More ▸](https://blog.juliusworks.com/micro-influence-fashion-industry) Popular Tags [Roundup](https://blog.juliusworks.com/topic/roundup) [Blog](https://blog.juliusworks.com/topic/blog) [Insights](https://blog.juliusworks.com/topic/insights) [Podcast](https://blog.juliusworks.com/topic/podcast) [Influencer Marketing Platform](https://blog.juliusworks.com/topic/influencer-marketing-platform) [Featured](https://blog.juliusworks.com/topic/featured) [TikTok Influencer Marketing](https://blog.juliusworks.com/topic/tiktok-influencer-marketing) [Case Study](https://blog.juliusworks.com/topic/case-study) [Recap](https://blog.juliusworks.com/topic/recap) [Events](https://blog.juliusworks.com/topic/events) [Ranking](https://blog.juliusworks.com/topic/ranking) [Partnerships](https://blog.juliusworks.com/topic/partnerships) [Preview](https://blog.juliusworks.com/topic/preview) [Insider](https://blog.juliusworks.com/topic/insider) [Press](https://blog.juliusworks.com/topic/press) [Product Feature](https://blog.juliusworks.com/topic/product-feature) Want influencer marketing insights delivered to your inbox? --- RELATED CONTENT Recap [2023 Influencer Marketing Trends](https://blog.juliusworks.com/2023-influencer-marketing-trends) With the influencer marketing industry growing from a $1.7 billion dollar industry in 2016 to $16.4... [Read More ▸](https://blog.juliusworks.com/2023-influencer-marketing-trends) Recap [5 Ways to De-Risk Your Influencer Marketing Strategy](https://blog.juliusworks.com/de-risk-influencer-marketing-strategy) Brands now rely on influencer marketing more than ever, mainly because of its success rates and... [Read More ▸](https://blog.juliusworks.com/de-risk-influencer-marketing-strategy) Recap [Matters of Influence: Week of 2/28/2022](https://blog.juliusworks.com/matters-of-influence-week-of-2-28-2022) *Influencer marketing news moves at the speed of social media. Every platform update, algorithm...* [Read More ▸](https://blog.juliusworks.com/matters-of-influence-week-of-2-28-2022) [Previous Post](https://blog.juliusworks.com/7-things-consider-contract-for-influencers) ##### [Seven Things to Consider in a Contract for Influencers](https://blog.juliusworks.com/7-things-consider-contract-for-influencers) [Next Post](https://blog.juliusworks.com/8-successful-influencer-marketing-campaigns) ##### [Eight Successful Influencer Marketing Campaigns](https://blog.juliusworks.com/8-successful-influencer-marketing-campaigns) ![JULIUS LOGO - PURPLE](https://blog.juliusworks.com/hs-fs/hubfs/JULIUS%20LOGO%20-%20PURPLE.png?width=130&name=JULIUS%20LOGO%20-%20PURPLE.png) ***Julius Influencer Marketing Platform***   1 (800) 656-0930 **|** contact@juliusworks.com PO Box 40219 Brooklyn, NY 11204 ### Stay informed with our newsletter [![social media icon](https://blog.juliusworks.com/hubfs/Julius_July2019%20Theme/images/Mask-Group-1-1.png)](https://www.facebook.com/juliusworks) [![social media icon](https://blog.juliusworks.com/hubfs/Julius_July2019%20Theme/images/Mask-Group-3-1.png)](https://twitter.com/juliusworks/) [![social media icon](https://blog.juliusworks.com/hubfs/Julius_July2019%20Theme/images/Mask-Group-2-1.png)](https://www.instagram.com/julius_works) [![social media icon](https://blog.juliusworks.com/hubfs/Julius_July2019%20Theme/images/Mask-Group-4-1.png)](https://www.linkedin.com/company/juliusworks) [![social media icon](https://blog.juliusworks.com/hubfs/Julius_July2019%20Theme/images/Mask-Group-5-1.png)](https://www.pinterest.com/julius_works/) © 2023 JuliusWorks, LLC. All rights reserved. [![A Triller Company - Footer Lockup - White](https://blog.juliusworks.com/hs-fs/hubfs/A%20Triller%20Company%20-%20Footer%20Lockup%20-%20White.png?width=242&height=30&name=A%20Triller%20Company%20-%20Footer%20Lockup%20-%20White.png)](https://trillerinc.com/) [Privacy Policy](https://www.juliusworks.com/privacy-policy) | [Terms of Service](https://www.juliusworks.com/terms-of-service/) | [Influencer Opt Out](https://hub.juliusworks.com/influencer-opt-out)