What Is Beautyscape?
If you've never heard of Beautyscape, you're not alone — Google won't even bring you to a website. E.l.f.'s vice president of marketing, Mara McCune, explained that Beautyscape is more than just a competition. [Editor's note: at the time of publication, McCune is no longer with the company.] "Beautyscape has become our influencer platform, so it's not just events," McCune said. "[Beautyscape] is a part of how we might work with somebody who is creating content, or how we send product every month and ask them to do things with us."
In terms of events, McCune said they don't have a certain number a year, but so far the brand has had one annually. This Beautyscape included a trip and the contest on Instagram. The 20 contestants who won the Instagram contest were brought together in New Orleans over the course of three days. During that time, they explored the city to garner inspiration for a second competition: broken into groups of five, they were required to present a collection and campaign to a judging panel, including McCune and makeup artists Patrick Ta and Achelle Richards.