Karin Tracy at Facebook’s first beauty summit

Facebook held its first-ever Beauty Summit at Hotel Bel-Air, Los Angeles on 6th June 2016. The Summit was an intimate event that drew 75 attendees, from brands such as L’Oréal, Smashbox and NYX.

The summit explored the smartphones not as a static device but as an increasingly active one that responds to and compels shopping habits. For beauty brands, they underscored the bottom line: Commerce is shifting to mobile — and they better be on board with that shift to nab sales.

Facebook is already detecting strong mobile momentum in beauty. Released at the summit, a report by Facebook IQ entitled “Beauty Beyond: The Thumb is in Charge” revealed internal data showing more than three in ten beauty and personal-care purchases by people 18 years old and above occurred on mobile from September to December.