Festivals & Fan Cons

Whether it’s building a maker space that encourages girls to study STEM, or supporting the only female driver at the Indy 500, e.l.f. Beauty thrives on permeating “beauty deserts”—the spaces and communities that companies, particularly beauty brands, tend to overlook.

Fast-paced, livestreamed shopping was one of the most pervasive trends spotted on the show floor at the 20th annual New York Comic Con (Oct. 8-11 at the Javits Ceter), and all of the action took place right inside the exhibits. The QVC-style broadcasts included sophisticated cameras and lighting, live hosts, and screens within the footprint […]

The 20th anniversary of New York Comic Con embodied everything the convention is renowned for, from the marketplace to the masquerade. In our jaunt through the Javits Center, we spotted trends in collectibles and content, and exhibit tactics worth stealing. Read our recap of the best on- and off-site experiential moments.

The first-ever L.A. edition of ComplexCon helped ring in the fan con’s 10-year anniversary in one of the streetwear capitals of the world. And for two days, consumers, pop-culture icons and 300-plus brands celebrated the milestone in style.

This week’s hot takes on hot topics in experiential marketing cover crypto lakes, tech-inspired beauty launches and the Boston Coffee Party.