evm_december-2023 - 28

TRENDS
The Origins x Erewhon brunch and farmers market
focused on ingredients and wellness touchpoints.
consumerism, " for example, and how they
originated from certain groups of people
or countries.
GLOSSY MOBILE TOURS
One of the fastest ways to get a diverse set
of consumers to sample your products is to
take your show on the road, and that was
the strategy behind a slew of experiential
skincare and haircare campaigns this year.
Of course, these are beauty brands we're
talking about, meaning the mobile units
were as glossy as the products they housed,
and touchpoints were designed to feel
premium.
Consider Sunday Riley's 29-stop fall
tour across college campuses and Sephora
retail locations, which was anchored by
a radiant orange glass truck offering customized
skincare consultations at upscale
beauty stations, and tour-only product
samples. The experience also included a
spin-to-win wheel and an elegant, greenery-covered
arch that doubled as a photo
moment. (Agency: Vector Media)
Another example was KVD Beauty,
which on June 23 for National Pink Day
parked a hot-pink glass box truck-the
" Reckless Pink Mobile Pop Up " -in New
York City's Meatpacking District to highlight
its Everlasting Hyperlight Liquid
Lipstick, which comes in a range of pink
shades, and to bust myths about it being a
" dark and moody " makeup brand through
a vibrant aesthetic. Attendees could participate
in lipstick try-ons, tooth gem
applications and a secret photo booth,
snag a Chloe's Fruit popsicle, win beauty
products and depart with a KVD Beauty28
EVENT
MARKETER WINTER 2024
branded tote bag full of goodies. (Agency:
Conversate Collective)
WELLNESS COMPONENTS
Mental and physical wellness is a top
priority
for many
consumers
today,
something that beauty brands took
into account when planning their live
experiences for 2023. A number of
companies, for example, tied the natural
ingredients in their products to wellnessrelated
event touchpoints and initiatives
to satisfy attendees' craving for self-care,
and tell a more cohesive story about their
products and recipes.
The most prevalent example? Smoothies.
No, really. You'd be hard-pressed to
attend a beauty activation these days that
does not offer some version of a healthy
smoothie, juice or shake that maps back
to the ingredients in the product being
promoted.
For the launch of its Copper Peptide
Pro Firming Serum, Peach & Lily
commissioned a food truck for a pop-up
event that served up free Peptide Bounce
smoothies inspired by the product (Agency:
CNC Agency). And to celebrate the
launch of its Skin Lab spa, Augustinus
Bader rolled into multiple cities with a
truck decked out in its signature blue
hue that,
nutrient-dense
among touchpoints, offered
superfoods and
the Bader Blue SKIN Smoothie, made
with
the brand's Skin Supplement product.
(Partner: Food Truck Promotions)
In the case of Origins, teaming up
with California-based wellness brand
Erewhon to co-create a cold-pressed juice
was actually at the heart of its marketing
strategy this year, which was aimed
at attracting younger generations with a
memorable, cohesive storyline around the
benefits of its Mega-Mushroom skincare
products, while underscoring its commitment
to ingredient transparency. The
co-branded farmers market featured the
juice on display and available for sampling,
as well as displays of fresh natural
ingredients that are used in Mega-Mushroom
products and the juice, like pineapple,
mushroom, parsley and cucumber,
which influencers could take home for
free.
" The connection made so much sense
around the ingredients that influencers
were just drawn in to taste it and try it,
and be one of the first ones to hold the
[juice] bottle and so on, " says Rault. " I was
not expecting to hear such good feedback
from influencers who are so used to experiences.
So I think that storytelling piece is
really important. "
HYBRID CONVENTIONS
Both SEPHORiA and Beautycon were
presented as hybrid events for the first
time this year, something organizers
of both conventions, which began as
IRL affairs then moved online during
the pandemic, say will be a permanent
strategy moving forward. Adding a virtual
component, of course, exponentially
expands reach, in addition to making
the experience more inclusive for those
with financial or geographical barriers to
attending.
In the case of SEPHORiA, the brand
eventmarketer.com
http://www.eventmarketer.com
evm_december-2023

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