Sept: Adelaide Beauty Conference

Friday, September 14, 2012 0 Permalink 0

What better way to herald the arrival of spring than with a celebration of beauty, skincare and haircare at the annual Adelaide Beauty Conference (ABC)? The 1st of September saw 25 beauty bloggers gather at Media Makeup Academy, Rundle Mall, Adelaide for the most highly anticipated beauty event of the year in the Adelaide beauty blogging calendar.
Founded by Celeste Wong of, the conference aims to bring beauty bloggers across Adelaide under the same roof to learn, network and celebrate all that is Australian. The chosen theme of the year was Australian Born and Bred: Celebrating the local industry, where the main focus of ABC was on beauty brands that were Australian-owned. This included not only beauty, skincare, and haircare brands; the venue, photography and catering sponsors were also sourced from local companies.

Amidst cakepops, photography flashes and beautiful giftboxes from Sukin, the conference was kicked off with a short welcome by Celeste. It was then followed by a tour of the premises by Bec, the owner of Media Makeup Academy, who has a deep passion for education and makeup. After a quick stop at the refuelling station (where Zedz Café and Cupcake Treats made a very delicious appearance), Evo Hair wowed the audience by showing their rather unusual take on haircare products. With a mind-blowing visual presentation, Evo Hair shared its proud South Australian spirit and showed how their unconventional approach to marketing had taken the world by storm.

Following that, it was back to science class with the attendees as The Purist Company took the bloggers on a whirlwind trip back to high school. Luckily for everybody present, they left the tests out! With ingredients on-hand to allow for experimentation, bloggers learnt about the science behind the products that The Purist Company produced and indulged themselves in the geeky nature of beauty products. The hands-on nature of the presentation left many bloggers enchanted and there was many a cry for an encore session.

After a short break, bloggers were then ushered into the next session. Mindful of the fact that attendees would have spent the last few hours paying close attention and focusing upon the workshops, a few short games had been arranged for some light-hearted entertainment. Following a particular fierce battle of Pictionary (Australia beauty brands edition), the winners were awarded with an amazing prize pack from Nak for their extensive knowledge of Australian beauty brands. A lucky dip that combined finesse, skill and packing peanuts had the attendees alternating between cheers of support and sighs of empathetic disappointment as they tried their luck at prizes from Absolutely Gorgeous.

The conference wrapped up with a heated discussion about the monetization of blogs. Guest speakers Christina (, Melissa ( and Celeste ( shared their opinions, experiences and stories on monetization on their respective blogs. Questions such as the journalistic integrity of the blogger that monetizes, finding the balance between fun and business blogging, and finding your own path were discussed by the panel. It was a topic that was of great interest to those attending and it was enlightening to hear the opinions of established bloggers.

The day could not have ended up on a more joyous note: with goodies from various Australian brands, the attendees were delighted with their selection of amazing goodies generously sponsored by fabulous Australian brands eager to show their support to the Adelaide beauty bloggers.

A fantastic day was had by all – thank you to all sponsors, helpers, volunteers and attendees who were involved. Planning for Adelaide Beauty Conference 2013 has already commenced, so please do get in touch if you’d like to be kept updated with our plans.


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