Aleni Mackarey | Base Beauty Creative Agency

Did you attend Beauty Connect 2021?! Here’s what we learned.

December 12, 2021

For the past several years, Base Beauty Creative Agency and our top-rated beauty podcast, WHERE BRAINS MEET BEAUTY™, have acted as proud media partners of Kisaco’s Beauty Connect event series. As a result we’ve become familiar with the wonderful event coordinators, several of the service provider attendees and beauty/wellness industry participants who attend regularly. Last month I attended the LA conference — my first in-person event in nearly twenty months! While I’m always impressed with the smart and positive people I meet through this program, this year’s networking opportunities felt even more inclusive than ever before. After so many virtual meet-and-greets, it was clear the crowd was eager to honor the event’s name and connect to the fullest! We conversed without worrying our Zoom backgrounds had spliced off our hand gestures, exchanged actual business cards, and even got to compliment each other’s shoe choices! I had some very insightful conversations with leaders in...

6 Insights on The Role of Technology in Enhancing Your Personalization Strategy

December 12, 2021

Last month I chaired the Product Development track at Beauty Connect LA and had the honor of moderating a panel discussing The Role of Technology In Enhancing Your Personalization Strategy. At Base Beauty, leveraging advancements in technology, specifically through AI, ML and AR impact the future strategy and brand growth for many of our clients. Of course, it’s all about personalization at scale. Cameron Abid, Business Director of Personal Care at BASF, Ming Zhao, Co-Founder and CEO of PROVEN Skincare, and Stephanie Mansolf, Senior Director of Business Development at PERFECT Corp, joined me on stage. Here are 6 key takeaways: The beauty industry is massive! And will likely continue to grow and evolve. Consider how you can implement elements of personalization into your marketing efforts. If you’re not ready for personalized product formulas, perhaps restructuring your social media platform communications and targeted ads is a different way to connect with the consumers on a more...