BeautyCon focus: Perfect365


BeautyCon—the preeminent global summit for top digital fashion and beauty influencers, and their ever-growing number of fans—returned  to Los Angeles for its third-annual summit. BeautyCon Los Angeles was held in partnership with ELLE, at the LA Mart, on August 16th from 10am-6pm, marking the second stop for BeautyCon’s 2014 event series

BeautyCon is the place where hundreds of content creators—professional beauty gurus, editors, celebrities, bloggers and YouTube personalities—come together to network, discuss the future of online media, and interact with their fans. More than 6,000 of those fans gathered at the LA Mart to participate in interactive presentations, attend panels, create content, engage with a variety of top brands, shop, play games, and interact with some of the most popular fashion and beauty icons in the digital space.


This daylong experience was geared toward the tech savvy and socially connected group BeautyCon’s creators have dubbed “Generation Connected.” Gen C, also known as the YouTube generation, is a group—80% of which is comprised of Millennials—who care deeply about creation, curation, connection and community, and is a powerful new force in the consumer culture. Brands that participated included; NYX Cosmetics, American Apparel, Uberbliss, Tarte Cosmetics, Salon Perfect, Crown Brushes, Lola V, The Platform, Insta Brand, The Hunt, Covergirl, Luster White, Shea Moisture, Bellami Hair, Cult Gaia, Stila, Too Faced, Mr. Kate, StyleHaul, and Panasonic Beauty to name a few.


I spent some time at Perfect365’s booth. Arcsoft has created a fairy-godmother beauty app that has – yes, trust me, I tried it out – over 30 one-click pre-designed makeup styles, with precise facial feature detection; numerous realistic eye shadow styles, color contacts, lipstick colors and much more.  Of course, you can save your virtual makeover and share it with friends on Facebook, Twitter or Flickr. It’s known as a “one-tap makeover” and it’s highly addictive!

How does it work? I’ll break it down for you:

  • Even detects slightly tilted heads or faces obscured by sunglasses.
  • Enable fine-tune key points if faces are not detected perfectly.
  • Beautify faces based on the four areas: Skin, Face, Eyes and Mouth.
  • Makeover options including blemish removal, cheek lift and other magic tools to make you look prettier and younger.
  • Full control of customization. Adjust the intensity of effects, such as skin foundation, eye color, and teeth whitening.

Here’s a few that I tried out:


Peony Pop
Inspired by a runway look, the ultra-flattering HotStyle “Peony Pop,” part of the “Naked” package, is pretty and polished.  This was one of my top-three choices.


The lovely and luminous “Chiffon” is one of four special “Naked” HotStyles designed to give portraits an effervescent, healthy glow.

and one of my other favorites (although it was hard to choose:)


Big eyes, berry-stained lips and a creamy complexion are the stars of “Twilight”, a deeply flattering look with a dazzling effect.

One other fun feature of this app is trying out looks you’d never think to do, with surprising results. Rather than buying that same old shadow again or a new one that looks horrible when you get home, you can give them a virtual test run.

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itunes download here; also available for android on google play and windows.

BeautyCon photos: Alex Wyman/AP Invision +Jordan Strauss/AP Invision; Perfect365 courtesy Arcsoft.


Donna Lethal

About Donna Lethal

Donna Lethal is the author of "Milk of Amnesia" and writes for her own blog (Lethal Dose), Hair Hall of Fame, Dowager Quarterly, Find A Death, & the Valhalla Cemetery chapter in "Weird Hollywood." A native of Lowell, Mass., she's lived in Boston, NY and London before settling here. When not writing, she's hiking, soaking in a Korean salt room or in the high desert with her pit bull.
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