Sunday, June 25, 2017

Generation Beauty 2017 (vs. 2016)

I've come out of hiding to answer the question...


Is it worth it to go to Generation Beauty Toronto? Indeed, it is. Let me break it down for you. And because I'm a nerd, I've even included a couple tables. 

Generation Beauty Toronto is a two-day conference for beauty lovers and creators held at the Metro Toronto Convention Centre on Saturday, June 24th, and Sunday, June 25th. 2017 is the conference's second year in Toronto. This year, there were 28 brands (compared to 17 last year). 

This year I did not have an IpsyOS creator pass but attended Generation Beauty for free of charge thanks to a very kind friend. I attended on the Saturday only from 11AM to 4:30PM and was able to visit 17 out of 28 brands. I forgot to take photos of the event space and the booths but the location was the same as IMATS 2016

The brand booths were similar to Generation Beauty 2016, where activities consisted mostly of waiting in line for product. Some brands had contests and sales/discounts. The best brands were the ones that incorporated some sort of customization or customer interaction into their booth, be it shade matching, the ability to select a particular colour product or a skin consultation. Props to them. 


General Information


For Attendees: 

  • Generation Beauty Attendee Tickets retail for $169 CAD, though tickets are much cheaper early bird deals and coupon codes. Tickets include a gift bag, brand sampling and access to exclusive discounts. 
  • Attendees and creators are given the option to purchase  $40 CAD "early access" to visit booths starting at 10AM instead of 11AM. 
  • Friday pre-registration starts at 5PM.
  • Gift bag pick up was Saturday morning starting at 9AM.
  • All attendees are provided with a lanyard, map and brand sheet. Each brand is crossed off by volunteers/exhibitors when you visit a booth. 
  • Meetups occurred at several of the brand booths. Meetup lines are separate from product lines. 
  • Sponsors are split between Diamond, Gold and Silver. Generally, Diamond sponsors had the largest line ups (30+ mins) but this was not indicative of the size of the sample. 
  • Several (if not all) brands, had product for sale at a discounted price.
  • Several (if not all) brands required some sort of social media follow or post for swag.


For Beauty Creators: 

Creators have the same privileges as general attendees, in addition to the following: 

  • Complimentary Creator Passes are provided to select members of IpsyOS.
  • Friday "Creator Day" was held at a separate location with additional brand representatives and panels focused on content creation/influencer related content.
  • Friday night cocktail party at the Thompson Hotel - the swag bag is received on this night.
  • Saturday/Sunday concierge program - similar to last year, this is a tour featuring various brands which gives you the ability to jump the line and meet public relations and marketing reps for selected brands. 
Compared to last year (see my 2016 recap): 
  • More organized.
  • More informed volunteers.
  • More brands. 
  • Less waiting time.
  • The North Building, instead of the South Building at the Metro Toronto Convention Centre. The North Building has more natural light, which is better for photos. 
  • Michelle Phan attended both the creator and the general attendee days.
  • Absence of some larger brands - i.e. Too Faced, Tarte, Make Up For Ever.
  • The Qless app was supposed to be used for virtual line ups at Diamond Sponsors (MAC, Ciate, NYX, CoverGirl, Luxie, Smashbox) and meetups, but due to technical difficulties, it was not utilized. 

Product Gifting

To be conservative (and for simplicity's sake), I have applied a value of $0 to sample products. I was also lazy and did not convert some USD prices to CAD. Note that this only includes the booths that I visited (I missed out on some of the larger ones MAC, Luxie, 


The Swag Bag ($213 value)





Brand Wait Time Product Size  Retail Value 
Absolute New York N/A - did not visit, always long  ? + cotton candy ?  ? 
Benefit 1 minute BROWVO! Conditioning Primer Mini  -  
Briogeo 20 minutes Don't Despair Repair Deep Conditioning Mask Mini  -  
Ciate 20 minutes Fierce Flicks Precision Tip Eyeliner Full  23.00
Covergirl 20 minutes Total Tease Mascara Full  10.00
Derma-E 15 minutes Vitamin C Concentrated Serum Foil Packet  -  
Dirty Little Secret Cosmetics N/A - did not visit, ran out of samples ? Foil Packet  -  
Dr. Belmeur 15 minutes Daily Repair Soothing Gauze Sheet Mask, Foam Cleanser, Ato Salt Cream, Toner Full + Foil  6.00
Essence N/A - did not visit ? ?  ? 
Eva NYC 5 minutes Purse Perfect Hair Towelette Foil Packet  3.00
GlamGlow 1 minute Mud to Foam Cleanser Mini
Goomee 1 minutes Hair Tie Full   2.00
IGK 2 minutes Beach Club Texture Spray Full  35.00
Luxie N/A - did not visit, always long ? ?  ? 
MAC N/A - did not visit, always long ? ?  ? 
Marc Anthony  N/A - did not visit ? ?  ? 
Nudestix 5 minutes - first brand visited Magnetic Matte Lip Colour Full  28.00
NYX Cosmetics 5 minutes Stobe of Genius Palette Full
OGX N/A - did not visit ? ?  ? 
Physicians Formula 5 minutes Butter Blush Full  13.00
Pixi N/A - did not visit, always long ? ?  ? 
Pop Beauty N/A - did not visit, always long ? ?  ? 
PUR Cosmetics 15 minutes Fully Charged Mascara Mini  -  
Pur~lisse 15 minutes Blue Lotus Essential Daily Moisturizer Full  73.00
Royal & Langnickel N/A - did not visit, always long ? ?  ? 
Skinfix  15 minutes Lip Repair Balm + Inked Tattoo Balm Full + Foil  5.00
Smashbox 15 minutes Photo Finish Primer Mini  -  
Soo'AE 5 minutes Donkey Milk Skin Gel Mask, Purifying Black Charcoal Mask, Purifying Brightening Peeling Gel Full  15.00

Booth Gifting ($168 value):




Brand Product Size  Retail Value 
Absolute New York Cotton Candy Liner Full  10.00
Benefit They're Real Mascara  Sample  -  
Briogeo Roscaro Milk Sample  -  
Ciate Liquid Lipstick Sample  -  
Covergirl Melting Pout Full  10.00
Derma-E Vitamin C Concentrated Serum Sample  -  
Dirty Little Secret Cosmetics Lipgloss Full  14.00
Dr. Belmeur Daily Repair Soothing Gauze Sheet Mask Full  6.00
Essence Get Big Lashes Mascara Full  4.00
Eva NYC Hair Oil Sample  -  
GlamGlow Volcasmic Matte Glow Moisturizer Sample  -  
Goomee Hair Ties x 4 Full  7.00
IGK Rich Kid Hair Coconut Oil Gel Sample  -  
Luxie 237 Blending Brush Full  -  
MAC Lipstick Full  21.00
Marc Anthony  Coconut Oil Hairspray Sample
Nudestix N/A N/A  N/A 
NYX Cosmetics Butter Gloss in Crème Brulee Full  5.00
OGX Coconut Milk Shampoo Sample
Physicians Formula Eye Primer Duo Full  16.00
Pixi Endless Silky Eye Pen Full  22.00
Pop Beauty Kajal Pen Full  10.00
PUR Cosmetics Blending Sponge Full  12.00
Pur~lisse BB Cream Sample  -  
Royal & Langnickel Complexion Brush Full  8.00
Skinfix  Daily Lotion Full  18.00
Smashbox Be Legendary Liquid Lip  Sample  -  
Soo'AE Purifying Black Charcoal Mask Full  5.00

The Verdict? If you're a general consumer looking to try a few new beauty products, it is absolutely worth it to purchase a Generation Beauty ticket. Though I only attended one day, the event was organized and the gifting was generous (stay tuned for a giveaway on Instagram -  instagram.com/stephh_lau). If you're a creator/blogger/influencer looking to expand your network of creator friends and brand contacts, Generation Beauty is also a wonderful opportunity to do so. 

Did you attend Generation Beauty this year? If so, how did you like it?

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