Building authentic, lasting relationships with customers today means connecting on a personal level. This is especially true for Gen Z consumers, who align with brands that excite them and share their values, choosing brands that offer memorable, immersive experiences over traditional shopping options. Beauty brands are increasingly embracing live events as a dynamic and innovative way to captivate, engage, build loyalty and create lasting brand impressions.
Beauty brands are turning to pop-up shops, immersive brand activations, intimate events, and beauty expos to capture attention and drive their brands forward in a crowded marketplace. Here’s how these approaches are transforming the experiential beauty landscape.
The Shift to Experiential Retail
Today’s consumers expect more than just a product – they seek a meaningful experience. Each purchase represents a blend of morals, ethics, values, and excitement that enhances their lifestyle. Amid digital fatigue and overwhelming choice, brands must break through by offering emotional, highly personalised experiences.
The industry has responded with a rise in unique, interactive engagements that connect with audiences on a deeper level. This includes curating buzzworthy moments which can inspire a TikTok trend or an Instagrammable backdrop, allowing customers to become part of the brand’s story.
A recent example comes from the British skincare brand Elemis, which hosted an intimate dinner event for beauty bloggers and influencers, including Lorna Luxe and Fleur De Force. In a festive, seasonally-themed setting, guests enjoyed experiences like product customisation, gratitude gifting and gift wrapping, aura photography, and personalised facials. These activities created a visually captivating aesthetic and encouraged attendees to share their experiences with their followers, significantly amplifying the brand’s reach and narrative.
Through such events, brands like Elemis are demonstrating how experiential retail can enhance engagement, build loyalty, and expand brand visibility in powerful, organic ways.
Immersive Experiences – Taking Consumers Inside the Brand
For beauty brands, immersive experiences allow consumers to engage with the brand on a multi-sensory level, creating environments that foster connection and interaction. This approach is particularly effective for luxury brands, as it allows them to deepen their relationship with their audience.
One standout example is Rhode, a skincare brand that took a global pop-up tour across Toronto, Ibiza, London, Miami, New York, and Los Angeles. Each stop featured a sleek pop-up boutique where fans could explore skincare products, enjoy beauty treatments, and test pre-launch items. With lines around the block, the event became a must-visit for celebrities, influencers, and beauty enthusiasts alike. The experience was enhanced by thoughtful details, such as food and beverage treats and giant lip balm tube photo ops, making the event unforgettable for attendees.
The Power of Pop-Up Events
The exclusive, limited-time nature of pop-ups gives them unique appeal, especially for beauty brands aiming to create a sense of urgency and excitement.
For example, UK-based beauty brand Refy launched “The Exhibition” pop-up in Covent Garden during London Fashion Week to celebrate their foray into lifestyle products. Centred around the theme “You are the art,” this event put customers at the heart of the experience and emphasised inclusivity. Guests were able to connect with co-founder Jess Hunt and share their experiences on social media with #RefyBeauty, a hashtag that now has over 200 million views. This event was more than just a showcase; it fostered community and brand loyalty by allowing customers to connect both with the brand and with each other.
Beauty Expos – Engaging Audiences at Scale
Large-scale events and exhibitions, such as Cosmoprof Worldwide, allow beauty brands to connect with vast audiences, expanding their reach far beyond the event itself. These events offer invaluable opportunities for brands to network, build partnerships, and engage directly with consumers through live demos, interactive sessions, and beauty bars.
When brands make a memorable impression at such expos – with standout booth designs, compelling brand messages, and interactive features – they can deepen brand affinity and drive awareness. The chance for attendees to engage with brand representatives, experience products first-hand, and attend expert talks fosters a connection that extends long after the event.
Key Considerations for Beauty Brands
To maximise the impact of live events, beauty brands should consider a few essential elements:
- Cross-Sector Insights: Drawing from successful live event practices in other industries can help your brand stand out and create a buzz that resonates with audiences.
- Understanding Your Audience: Knowing your target audience and crafting experiences aligned with their values is crucial. This is especially true when targeting Gen Z, who value authenticity and shared values with the brands they support.
- Budget and Logistics: Effective event planning requires careful balancing of budget and logistical considerations with the goal of creating an impactful customer experience. Smaller pop-up events or micro-experiences can be a cost-effective approach, offering strong ROI when coupled with well-executed social media strategies.
Emotional, memorable brand interactions are here to stay, and as consumer expectations grow, so will the need for more innovative, tech-enabled experiences. By staying ahead of these trends, beauty brands can continue to elevate their event strategies and deepen customer connections.
Have you attended any unforgettable beauty events? Share your experiences below or get in touch to see how we can help bring your beauty brand to life at your next event.