On a cloudless, warm summer day in Los Angeles, several thousand teens, the parents who adore them and the sales and marketing machines that cater to them, all gathered in the stuffy halls of the Los Angeles convention center to attend Beautycon Festival — a day-long paean to the new model of marketing to millennials.
industry trade show/concert/meetup event borders on being almost a caricature of itself, living (as it does) at the intersection of high commerce, entertainment and social media celebrity. But Beautycon Media is very, very real. And the company has just raised $9 million to prove out its chief executive’s aspirations for the business as a new model for entertainment and commerce.
Moj Mahdara, a former MTV executive and the chief executive of the new media…