Pacific Retail Capital PartnersPacific Retail Capital Partners
Pacific Retail Capital PartnersPacific Retail Capital Partners

Pacific Retail Capital Partners hosts first-ever, nationwide, phygital beauty summit

  • Share This Article

CosmeCon™ 2020 experience will include masterclasses, workshops, panels, and exclusive promotions

Image from 2019 CosmeCon at Eastridge Center in San Jose

September 15, 2020, El Segundo, CA – Pacific Retail Capital Partners (PRCP), a premier operating/development group of retail-led properties, is excited to announce that for the first time ever, its annual beauty summit CosmeCon™, will now be offered as a hybrid event throughout the weekend of Saturday, September 26. This popular cosmetics and skincare experience, CosmeCon™ 2020 is going phygital and will offer an on-site pick-up party for ticket holders to receive a product-filled beauty box followed by the digital beauty summit and curated pop-up beauty experiences at local centers in New York, North Carolina, Mississippi, Illinois, Utah, and California.

Attendees can join live online masterclasses via Zoom and pre-recorded workshops; participate in wellness and diversity panels; discover new products and small businesses; and connect with the beauty community nationwide. From its origin, CosmeCon™ was used as an opportunity to build relationships with new and existing beauty and wellness brands and to serve as a leasing support program for PRCP. CosmeCon™ 2020 in its new phygital capacity became a clever pivot to still host this newly trademarked signature event for the portfolio, even during uncertain times. Participating brands include Smashbox Cosmetics, Tricoci Salon, STARE Cosmetics, Shades by Shan Cosmetics, MAC Cosmetics, Sephora, Wonder Lacquer, GLAM Camp LA, Brown Girl Beauty, Lash Out Loud NY, Aveda, Lush, and more.

“We had an amazing turnout last year. With that success in mind, we are shifting to a phygital CosmeCon this year in order to safely engage with our customers while continuing to deliver the content they want,” says Najla Kayyem, Senior Vice President of Marketing for PRCP. “As we reopen our centers, it is of the utmost importance that we try new ways of doing things and create unique experiences for our guest, retailers, and digitally-native brands while keeping safety at the forefront.”

For more information and to register for tickets, visit