By Laura Medina
Roger Berman, CEO of Rachel Zoe & Vanity Fair's Krista Smith.
All last week was Social Media Week in the heart of Santa Monica's ROC, a.k.a. "Silicon Beach."
Thousands of bloggers and online media streamers showed up in droves each and everyday, making it a smashing success.
The fashion and beauty session and guest lecturers were the most popular, to a packed, standing-room-only attendance.
The first of the fashionista media session was last Wednesday's Roger Berman (C.E.O. of Rachel Zoe) moderated by Vanity Fair’s West Coast Editor, Krista Smith.
Because Social Media Week's speakers aim for intermediate and advanced web site operators, bloggers, vloggers, and online/platform operators, the beginners learned tons that they will use in later.
It's a meeting of the minds among peers. That being said, Roger Berman talked about that intermediate transition phase where he has to separate Rachel Zoe the person away from Rachel Zoe the brand. Addressing cancellation rumors, he sat the record straight by saying they only signed for five years, no more, no less.
During this time, he defended and explained why Rachel Zoe, the person, first gained recognition as a stylist who became a celebrity who is now transiting into a brand. Roger spoke how Rachel sacrifice birthdays and holidays just to gain a foothold to establish herself in the stylist industry. Building that recognition and respect is what brought Bravo to them. He was pretty startled to have 10 cameras in their bedroom when they started doing the reality show but the key now is to build Rachel Zoe into a fashion/lifestyle corporation, especially when they're also starting their family. The jam-packed audience was surprised when Roger told me that Rachel is a private person.
EM by Michelle Phan's Life Palettes.
Fast-forward to "Fashion Friday" at Social Media Week at ROC where the hottest vloggers and marketers discuss who's hotter, "Celebrities vs. Bloggers" and what makes each distinct. They said that celebrities bring quick heat and attention to a brand but it's a struggle to keep that flame alive.
Bloggers may take time to warm up a brand to the public but the public who do pay attention to them, trust them more because bloggers tend have to a genuine interest; and the paying public do use them as recommendations when it comes to products.
Speaking of which, the young lady of the moment...Michelle Phan. Her turn-out was bigger than Roger Berman. "Fashion Friday" at the ROC during Social Media Week was the ideal time to debut her very own makeup line, EM by Michelle Phan. Whose tag line is "EM is Love by ME." Get it. This is a next step from being Lancome's vlogger which is owned by L'Oreal. It at L'Oreal's headquarters that she develope EM.
She developed interchangeable, portable makeup/kit palettes with magnetic pot holders that one can pluck out with an end of an makeup brush. The magnetic pot holders make it easier for someone to customize one's kit. If you're too tired and lazy to customize, don't worry...Michelle brought out humongous, all-in-compassing Life Palettes. Each Life Palette holds 36 refillable shades of eye, lip and cheek color. There are 6 different Life Palettes for day, evening, events, and functions: career, night, party, beach, love, and day.
In each Life Palettes there are 4 blushes, 8 lip colors, and 24 eye colors. You can get 4 different looks out of one Life Palettes. Get all and your life will be complete.
As for this jet-setting scribe, this scribe was one of the first to buy Michelle's Lip Color Mixing Palette in "Mix It Up Pink," a vibrant kit of primary rosy lip colors ranging in sheer glosses to color-impacted creamy pink that can double as a punchy pink blush. The kit has magetic pot holders for easy re-fills and customization. This is why this scribe picked this as her first EM kit, packs a lot of color with a lot of use in a tiny kit.
This pretty much sums Social Media Week in Santa Monica at the ROC in general. It packed a wallop of information and developments in one week in one spot. Nothing goes to waste here.