In pictures: Instagram and Soap and Glory among brands activating at Beautycon

Guests were invited to Beautycon Festival on 3 December to enjoy a range of experiential and immersive activations from beauty brands.

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The one-day festival featured meet and greet sessions, panel discussions and gave visitors the chance to shop for their favourite beauty brands.

The event saw activations from brands such as Pixi, which invited guests to take a selfie in exchange for a product, as well as staging a meet and greet with My Pale Skin blogger Em Ford.

Other activations included Soap and Glory's tweet activated crane, encouraging guests to tweet the hashtag #grabyourglory to launch the crane, which would grab the beauty gifts. The brand also invited guests to meet Youtubers Lucy and Lydia.

NYX created a 'build your own palette' lounge, and Instagram staged an experiential video booth, inviting visitors to use the hashtag #perfectlyme in order to win a goodie bag. 

In October, Beauty and make-up brand Charlotte Tilbury created a beauty boudoir at Westfield London. This month, Estée Lauder has opened a Christmas-themed pop-up in central London. 

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