EDUCATION- COSMOTALKS
COSMOTALKS
TUESDAY, JANUARY 26, 2027
BEYOND INFLUENCE: HOW CREATOR MARKETING DRIVES MEASURABLE GROWTH AND MOVES BEAUTY SHOPPERS TO PURCHASE
1:15PM – 2:00PM | $ 85 A creator can make a beauty product desirable in seconds. The decision to buy may take much longer and happens somewhere else entirely. Shoppers watch demonstrations, read comments, compare claims, search for reviews, and encounter the product again through ads, social commerce, or a retail shelf.
What part of that journey should creator marketing be responsible for, and how can brands tell whether it is working? Which creators truly drive business? How should brands think about awareness versus conversion? And what does it take to build and measure a creator strategy that can scale?
Bringing together perspectives from a beauty brand executive, a creator, a measurement leader, and a performance agency, this conversation will explore how beauty brands can build more effective creator programs – from how brands can choose credible creators, which content earns paid amplification, what creator data can and cannot prove, and how to recognize demand that shows up beyond the original post. Attendees will leave with a sharper way to make creator investment decisions across brand building, media, and commerce that can help drive business results.
MODERATOR: Ashley Banks | Chief Client Officer, Iced Media Alex Rawitz | Director of Research & Insights, Creator IQ Ian Michael Crumm | Celebrity Esthetician and Founder of Boys in Beauty Sochima Mbadugha | President, Topicals
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FROM SCROLL TO SALE: THE NEW RULES OF SOCIAL SELLING
2:15PM – 3:00PM | $ 85 Social media is no longer just where beauty gets discovered. It’ s increasingly where products are recommended, demonstrated, validated, and purchased, collapsing the traditional path from awareness to conversion.
This conversation explores how social selling is reshaping beauty commerce, from creator-led discovery and affiliate models to community-driven recommendations and seamless checkout. Leaders from across the social commerce ecosystem will unpack what actually drives conversion, how brands can build an effective social selling strategy, and what this shift means for the future of beauty retail.
MODERATOR: Kelly Kovack | Founder and CEO, BeautyMatter Christina Tran | GM of Beauty Business Development, TikTok Shop Jodi Williams | Vice President of eCommerce, Ulta Beauty Malena Higuera | CEO, NOYZ
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