E.l.f. Cosmetics Plans Big Impact With Live-stream From SXSW

E.l.f. Cosmetics plans to have a giant presence at this weekend’s SXSW festival, which kicks off today 10 in Austin, Tex. The brisk growing beauty brand activates a three-pronged approach at the popular festival. In conjunction with Perfect Corp., E.l.f. will debut on YouCam Makeup app’s first-ever augmented reality live-stream beauty network at SXSW. The festival has emerged as a hotbed of innovation in fashion, tech and beauty, making it a good fit to unveil the live-stream channel called YouCam Live. E.l.f. will also host its own panel at SXSW on March 11 called “Enthusiasm vs. Influence: The Power of Community.” The speakers include three microinfluencers along with E.l.f’s Mara McCune, vice president of brand and marketing. The group will discuss the beauty companies’ strategy to involve and empower a spectrum of online voices — not just the six-figure influencers. The final component is E.l.f.’s second annual Beautyscape, a weekend destination for makeup enthusiasts to create, play and cultivate. Scheduled influencers include Frankie Grande, Patrick Starrr and celebrity makeup artist Mélanie Inglessis. Launched last year at E.l.f.’s headquarters in San Francisco, Beautyscape has been integrated into SXSW this year. Thirty of E.l.f.’s most influential consumers were selected to be part of Beautyscape this year. Last

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