There are many ways to take your beauty or skincare brand to new heights. That said, finding inspiration isn’t easy – and it isn’t always clear what’ll work for you. That’s where this handy guide comes in! Read on for 8 experiential marketing ideas, all designed to take an everyday beauty event from fine to fab.
1. Makeovers and pamper sessions
Experiential marketing can struggle with how to ‘add the personal touch’. That’s why this idea is a great way to kick things off!
A surprise makeover will make each guest feel extra special, and just as importantly, it’ll give them a chance to try out your latest products. The cosmetic brand LookFantastic used an Airstream for just such an occasion – providing free makeovers to students.
Below: Students line up to experience a free 'LookFantastic' makeover.
Panasonic’s ‘pamper parlour’ is another great example. While not a beauty brand, they built a relaxing setup where guests could try out their new hairdryers.
2. Skincare workshops
Are you part of a skincare brand? Try an experiential event where people can see, smell, and use your products for themselves.
QV Skincare proved the masters of how to get this right. They brought people onto a custom Airstream, where they could experience different skincare formulas, learn more, and wash their hands between sessions. Check out the QV case study for more info.
If you’d like people to really remember your beauty event, be sure to let guests take samples home. Your cosmetic brand might just earn some loyal new customers!
3. Perfume testing stations
In fragrance marketing, 'try before you buy' works wonders. That’s why scent strips are so common in stores! But why not take this experience onto the street?
Scent booths and stations act as special ‘zones’ that help your fragrance pop. You could then showcase an array of your brand’s hottest perfumes or lotions, before handing out bottled samples. As experiential marketing ideas go, this one’s great for the senses and a brilliant way to grow your customer base!
4. Nail and beauty bars
Nothing screams ‘glam’ like a beauty bar with bold colours and a premium finish.
These spaces are where the magic happens, as people rush over to get a hold of the latest lipsticks, compacts, or nail colours. They’re typically adorned in all manner of sought-after beauty products – letting fans go wild in front of the mirror.
Nail and beauty bars are simple to install, so they’re a great addition to all kinds of experiential events. See how to make your campaign Instagrammable for more on adding that all-important glitz and glam!
Below: Charlotte Tilbury's beauty bar (left) and SHEIN's festive nail bar (right).
5. Colour matching moments
Not everyone knows which foundation will work best for their skin tone. With this in mind, it can be worth creating an experience where guests can test shades from a wide selection – all to find that natural shade that helps their skin glow.
You can start with a simple foundation bar, staffed by beauty experts to help with engagement. Colour matching was a key part of FENTY Beauty’s event, where the public could try foundations, grab a coffee, and follow signs to buy from the nearby store.
6. Delicious rewards on the go
Feel like rewarding your customers for sticking with your beauty or skincare brand? You could always provide a free treat to say thank you! Rather than giving them away, you could exchange them for a receipt, or as a reward for signing up to your newsletter.
The cosmetic brand E.L.F. nailed this style of beauty event. With a decorative promotional vehicle featuring a 3D roof prop, they gave out sticky buns to shoppers who bought products at the nearby Superdrug (see below).
Find out why promo vehicles are loved by brands and customers, and ideal for all types of experiential marketing.
7. Star-studded meet and greets
Throwing an influencer or celebrity into the mix adds gravitas to the experience, as well as trust and credibility. They can also help your beauty brand align with a younger crowd and influence buying habits. You’re not limited to TikTok stars, either. You could try a TV personality or include the brand’s founder as part of the event.
Collabs are among the biggest beauty and skincare trends, so why not use them to turn an everyday launch into a star-studded experience?
8. Spin-to-win games
Nothing screams ‘participation’ quite like a spin-the-wheel, complete with fun rewards based on where the spinner lands. This plays on everyone’s desire for a good freebie, and it’s what can put the ‘experience’ into your beauty or skincare campaign.
Spin-to-win games are used by the likes of SHEIN, MAC, NARS and Sephora, as well as QV Skincare. They can be simple and lightweight, highly decorative, or even take the form of a random light-up game – just like in Charlotte Tilbury’s love heart tour.
Below: QV Skincare's wheel game (left), and Charlotte Tilbury's digital heart (right).
Ready to explore beauty & skincare event ideas?
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