3 Key Trends to Drive Impactful Beauty Events and Activations

It is essential for brands to embark on innovative strategies when it comes to creating events and activations in the competitive beauty industry. A brand's approach to events and activations will play a huge role in differentiating brands from competitors and encouraging customer engagement. 

Awareness and demand for personal care and beauty products keep increasing. Business Wire reports that by 2026, the global beauty industry will be worth 558.12 billion dollars. 

This is undoubtedly a piece of good news for people in the beauty industry. However, it could also be a reminder that the industry is becoming more competitive. Brand owners and marketers need clever and engaging marketing strategies to keep customers.

In this day and age, creating interactive events or activations is one of the most effective ways to build and maintain relationships with the community, secure market positioning, and keep up the hype. Branded events and activations can be held to highlight upcoming products, announce upcoming partnerships, and raise awareness about significant issues. Social Tables says these kinds of live events build credibility, share brand stories, and spark a lasting connection between the brand and customers. 

If you want to know more about what kind of events and activations are proven effective in the personal care and beauty industry, keep reading.  

A Fresh Approach to Product Launch

Product launch events are a crucial part of every brand’s journey. It will be the time to showcase the brand’s latest product to customers, influencers, and stakeholders. Generally, a product launch event will be deemed successful if it boosts initial sales and builds hype, as well as maintains the brand’s reputation. 

To achieve all of these, brands need an innovative and updated approach to product launch planning. Experiential aspects play a vital role here. Product launch events no longer have to be large and include too much product talk. The product can be introduced briefly and distributed in a goody bag at the end of the event. 

As an alternative to too much talking about products, brands are now shifting to more intimate events with interactive activities. This way, the participants are not only getting information about the latest product but also connecting deeper and getting more insights about the brand values as well. 

Value-driven Partnerships that Support Essential Issues 

To make the previous point come to life and enhance it even more, brands can partner with communities, venues, or other entities that share similar values. 

Recently, more brands are focused on making an event about critical and relevant issues such as physical or mental wellbeing, and the sustainability movement. Clarifying the brand’s concern and positioning according to these issues is important to building loyal fans and customers. 

To point out, Alibaba mentions that sustainability is rising in importance in the beauty industry. Customers nowadays have started recognizing the harm brought to the environment by beauty brands. Beauty brands' stand on environmental sustainability issues can be a significant decision point for customers.

As a result, value-driven partnerships and event objectives are becoming increasingly important, as brands must demonstrate to customers that they are also aware of the important issues by supporting relevant partners. 

Provide Personal Benefits for the Customers

One of the key successes of an event is how brands address audience concerns. Not only about relevant and important issues that are currently happening, it’s also about the customers themselves. Brand events or activations should provide personal benefits for customers, influencers, and everyone that attend the event. 

This can be done by providing intimate talks or workshops that enhance attendees’ well-being and knowledge. Tangible and hands-on experiences can lead the event attendees to want to share the experience with other people, online and offline. 

Through these kinds of personal and targeted experiences, brands can also measure ROI better by keeping a close eye on exposure to third-party sites or social media as a result of the event. 

Overall, Vogue Business concludes that events with personal and environmental benefits and value-driven experiences are what brands need in order to cut through the noise and thoughtfully engage with customers. 

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