Experiential Marketing at the forefront of the Beauty Industry this Christmas

The beauty regime is a sacred ritual consumers partake in habitually every day. Without thinking, they apply their favourite products – these are soon identified as part of their identities. For example, a consumer may refer to a fragrance as their signature smell. When products run dry, loyal consumers rush out to stores or add to online carts to restock their beauty arsenal.

 

            But how do you get your products into their hands, cementing them into the beauty regimes of your target market? According to a study that was done in the UK by ShowerToYou.co.uk, it was revealed that 78% of people were willing to switch to a new product if it was deemed ‘sensational’. Contrary to this however, they also reported that beauty consumers were among the most loyal, reporting that 53% were afraid to buy new beauty products. These figures represent challenges that beauty brands face when trying to connect with new and existing consumers, as they launch new products and look for growth in the industry.

 

            In the realm of beauty, brands need to stay relevant and innovative to capture new consumers. While sampling and influencing have become the norm when marketing beauty products, some brands stay ahead of the game by offering experiential marketing to capture consumers. Experiential marketing is immersive marketing, which builds strong connections between the brands and consumers. This makes them more willing to try new products, while leaving lasting impressions that hopefully trickle into their buying habits.

 

Factors to consider to maximize effectiveness of experiential marketing:

1)    Focus on product or engage a theme

2)    Allow for trials and introductory experiences

3)    Make it personal

4)    Encourage social media engagement

5)    Capture data from consumers, use this data to grow your customer base

 

Two Examples of Experiential Marketing Campaigns this Christmas season

Huda Beauty's First Pop-up in Covent Garden

Dubai based Beauty brand Huda Beauty launches first pop-up ever in Covent Garden, right in time for the holiday season. At the pop-up, consumers will be able to purchase limited edition products as well as products from the newest collections. The pop-up promises the most “fun and immersive experience”, with an intergalactic theme which coordinates with the most recent launch of “Mercury Retrograde Palette and Cosmetics”. The coveted pop-up creates even more buzz by allowing customers to book their spots ahead of time for a chance to get in on the experience.

 

Lancôme’s Fragrance Eiffel Tower

L’Oréal’s Lancôme La Vie Est Belle fragrance used 1,500 bottles to erect a 36-foot Eiffel Tower with an LED lighting display at St Pancras International Station in London. The beautiful display is set beside a pop-up store selling the fragrance, marketed as a “one-stop-shop for happiness to celebrate this magical season”. The pop-up is carefully located in a high-footfall station that connects London to other destinations around the UK and even to the home of the Eiffel tower – Paris. The fragrance tower is set in place of a traditional Christmas tree, which normally is erected every Christmas.

 

To read more about experiential marketing campaigns in the beauty industry click here 

Written by Maryam Othman, Marketing Executive & Content Creator at Professional Beauty