3 Things I Learned at PCPC

Mia Quagliarello / March 7, 2016

The Girls' Lounge team visits Flipboard's PCPC cabana.

The Girls’ Lounge team visits Flipboard’s PCPC cabana.

Flipboard attended the PCPC annual event for the first time last week, and it was a whirlwind of beauty brands, media editors and industry insiders discussing hot topics like environmental issues, diversity and female leadership, the quest for the millennial consumer, and social media tactics and growth.

I was honored to attend with my colleagues in Brand Partnerships and help (wo)man the Flipboard cabana, where we attracted passersby with a spin the wheel game, these rad topic tag pillows, and of course the prospect of Flipboard itself.

Mark Pollak, Senior Executive Vice President, PCPC

Mark Pollak, Senior Executive Vice President, PCPC

As someone who’d never attended PCPC before, I listened with rapt attention to presenters, panelists and people we met with. Here are three things that stayed with me—no doubt these are obvious to regulars at PCPC, but for me they were new insights:

1) Beauty is not just about lipsticks and hairspray; it’s people.
I was struck by how many personal care companies have a pro-social angle to their business. PCPC’s “Look Good, Feel Better” campaign, which helps women with cancer get a confidence lift through makeovers, was a particularly poignant example. I really want Flipboard to help spread the word about these causes (so stay tuned!).


2) “The Breathing Store” is a thing.
Athena Doctrine author/marketing whiz John Gerzema did a fascinating presentation about how retail is becoming more human. Loud, chaotic stories are a turnoff, he said, offering example after example of how retailers are inviting consumers into a whole new personalized and intimate shopping experience. The 21st century store asks shoppers to slow down, prizes influence over affluence, and strives to create a kind of consumerism that is more mindful than mindless. If you get a chance to hear Gerzema speak, take it! Here’s a related TED Talk from him from 2013:


3) “Personal relationships are more important than ever before.”
This was said by Buzzfeed President Greg Coleman during his fireside chat with Anna Klein, Vice President­, Public Affairs, Global Communications, The Estée Lauder Companies. It was a nice counterpoint to the constant presence of digital devices and all the strategizing about building Instagram channels and such. Personal connection—indeed, that is why were we all at PCPC in the first place!

You can keep up with the beauty industry on Flipboard by following our “beauty experts” package, featuring top news from sources like Allure, InStyle and VOGUE, as well as articles from related topics and magazines from Flipboard’s best beauty curators.

~MiaQ is curating Skin Deep