Unveiling the ROI of Experiential Marketing in the Beauty Industry

Believe it or not, long before I began planning experiential marketing events, I was a cosmetology student. My experience in cosmetology school and subsequent love of makeup artistry has made me somewhat of a cosmetics aficionado. I have a deep appreciation for what it takes to develop a lip gloss that isn’t too sticky, a super-pigmented eyeshadow with minimal fallout, and a waterproof mascara that doesn’t look spidery if I add a second coat.

As someone who has been watching this industry for over a decade, it’s been amazing to see how the market has responded to consumers becoming more educated about products and ingredients in their cosmetics. We have seen skincare-grade ingredients like hyaluronic acid and squalane become standard in many cosmetics. In addition, there has been a huge push towards inclusivity, especially concerning shade ranges in foundations and similar products. All of this buzz has been a net positive for the beauty industry and consumers – and I’ve got the numbers to prove it.

The global cosmetics industry is poised for remarkable growth over the next few years. McKinsey & Company is forecasting a value of $580 billion by 2027, representing a 6% annual growth rate. Africa and the Middle East are expected to experience the fastest growth at 12% annually. China and North America will also witness substantial market expansion, reaching $96 billion and $114 billion respectively by the end of the forecast period.

Experiential Marketing: A Better Way to Connect with Your Audience IRL

While these projections indicate a thriving market, the dynamics within the beauty industry are evolving rapidly. Increasing demands and constantly evolving trends can make it difficult for brands to stand out, especially among Gen-Z consumers who have had less time to tether themselves to legacy brands. Many brands attempt to reach Millennial and Gen-Z audiences via influencers and micro-influencers, which has been an effective technique while everyone is locked in the house. Going into 2024, understanding and connecting with Millennial and Gen Z consumers is becoming increasingly vital for brands, and these demographics are eager to start experiencing the world in real life again.

To stay ahead, brands must adapt to emerging trends that resonate with consumers. The question is, how does that translate into a live event?

Three Guiding Principles for Successful Live Marketing Events

The beauty brand events that I create go beyond traditional marketing strategies by incorporating an experiential approach. This creates immersive brand experiences and fosters brand loyalty and community among attendees.

In my experience, three guiding principles make experiential marketing events in the beauty space a success. First, you’ve got to build a personal connection, then, you’ve got to create a positive association, and finally, you’ve got to give them something to talk about.

Let’s discuss how you can apply these guiding principles to designing experiences to build brand loyalty with your experiential marketing events.

Build a Personal Connection with Beauty Ambassadors

According to Rohan Widdison, CEO of New Laboratories, there is a growing demand among consumers for products tailored to individual needs rather than generic formulations. This shift underscores the importance of functionality and tangible results in beauty offerings. However, new formulations often require new techniques and your consumers need to know how to use your product.

My strategy for designing highly personalized experiences while maintaining brand standards is to create different channels for attendees to interact with products within the context of your branded event. First, I create an immersive experience by building out touch-up stations where skilled brand ambassadors can provide attendees with a mini-makeover that is tailored to their features and preferences. The interaction between the attendee and the beauty ambassador helps the attendee feel seen by your brand.

Inclusivity and Personalization are Essential

The more inclusive your brand is, the more opportunities you can forge to build a personal connection between your target consumer and your brand. Brands like Maybelline, Fenty, and NiX which carry over forty unique brands have led the march towards a more inclusive beauty industry and enjoyed great success as a result. These brands did not cultivate their following by simply telling consumers they are inclusive – they put the time and effort into reaching out to their target consumers and connecting with them by planning experiential marketing events.

This is why I always hire beauty ambassadors who are representative of the communities you have invited to your event. It’s not enough to have inclusive shades if none of your beauty ambassadors understand the concerns of the community you are serving. Beyond foundation shades, I consider what attendees feel comfortable and welcome. For example, I always try to make sure a few of the beauty ambassadors are men, to connect with male attendees that are interested in makeup and skincare. If I am hosting a beauty event for the LGBTQIA+ community, I recruit members of that community as beauty ambassadors.

It’s also important not to pressure attendees to do something new that they are not comfortable with. Provide some easy options for attendees who might want to look a bit polished but are not ready to go full glam. Clear eyebrow gel, moisturizers/tinted moisturizers, and moisturizing lip balms are great options for attendees who just want a low-key coif.

Take a Picture, It Lasts Longer

Once they look and feel great, get them in a photo booth and snap a picture so they remember how good they looked. Try to find ways to nurture their confidence beyond the aesthetic by offering additional activities, like a dating profile revamp to help your attendees remember how awesome they are.

Put simply, today’s consumer values personalization and genuine inclusivity. I have found that building the brand’s connections to the community with beauty ambassadors who represent that community is the best way to cultivate brand loyalty with a personal connection.

Create a Positive Association with a Mixer

Beyond self-expression, beauty products are evolving to influence emotional well-being. The industry shift towards intentional self-care rituals highlights the demand for products that foster positive mindsets. When it comes down to it, one of the reasons why people wear makeup is that it helps them feel more confident.

That’s why I think it is so essential for attendees to participate in a social activity after they’ve had an opportunity to get comfortable with your brand. It’s a great way to use that confidence that they have gained through the interaction with your beauty ambassadors to put themselves out there and be seen.

Mix Up Your Crowd with Speed Dating

Speed Dating is great because it is semi-structured and is designed to get people interacting with each other. However, this can be a bit intimidating for some guests, whom you certainly do not want to alienate. Framing the activity as a mixer with a speed dating component provides a degree of novelty and adventure for your extroverted attendees, while also providing an alternative for those who want to interact in a less structured way.

Mix Up Their Drinks with Custom Cocktails

I also like to get creative when it comes to signature drinks that are inspired by the brand and the attendees at the event. One of the most memorable was the “Glitter Bomb Cocktail” that I invented for an event for a mass-market beauty brand. For this particular event, our attendees were members of the LGBTQIA+ community, so those drinks were inspired by the incredible drag queens who put on an amazing performance and served as beauty ambassadors.

All of these small touches encourage your attendees to associate wearing your products with a positive social experience.

Give Them Something to Talk About with a Show

One of the main goals of an experiential marketing event is to get the word out about your product, organically. Since your attendees are not salespeople, how do you get them to bring up your event to as many people as possible? You put on a great show

I like to give them something to remember by following up with a show that will resonate with your attendees and make them want to tell other people about the performance. I like to follow up with a comedy show or a drag show to make it extra memorable. A pro tip is to tie the entertainment event into the mixer. Did you find someone you liked while speed dating? Why not take them on a free date to the show? Didn’t meet someone? Hang out with your friends and enjoy the show.

How Do Entertaining Events Build Brand Loyalty?

This works because it provides the attendee with an experience that is indirectly related to your product, but could be appealing to a broader audience. For example, you might reach a father who has no brand awareness about makeup if his daughter happens to mention the hilarious comedy show that she went to. Now the father recognizes your brand from a sea of other brands. While he likely is not your target consumer, he might just tell someone who is – because it’s pretty cool when a makeup brand provides a free comedy show.

\

During the entire event, I like to provide mini self-service stations for attendees to try out different products or take home samples. This will be especially important at the end of the event, to reinforce the connection between this experience and your brand. Make sure there are single-use samples, so they can take home samples for other people in their life to try. Everyone likes a goody bag, so definitely do not skip the branded swag. I recommend having Beauty Ambassadors provide shade/color recommendations collected during the mini-makeover so that they do not go home with the wrong shades.

How Can My Brand Do This?

The cosmetics industry in 2024 presents both challenges and opportunities for brands. By embracing emerging trends, prioritizing consumer needs, and fostering authentic connections, brands can navigate the evolving landscape and drive sustainable growth in the years to come.

Beauty brands can reach today’s consumers more effectively by building a personal connection, creating a positive association, and giving attendees something to talk about when they go home. If you would like to learn more about how Paige Creative can help your beauty brand plan an event that cultivates a loyal following, reach out to me here.