Beauty advertising is evolving. While in-store launches were once the go-to strategy, it’s a very different story today. Brands now rely on street-level beauty pop-ups – all to amplify their reach and connect with audiences.
Read on to discover why everyone’s now focused on live pop-up events, from growing skincare brands to the biggest names in beauty.
Department stores are big business, but they rely on foot traffic from customers already looking to buy. And that’s where a live pop-up event comes in! They allow you to target people simply going about their everyday lives – and not even thinking of your beauty or skincare brand.
Beauty pop-ups appear in busy areas like shopping districts, cultural hubs, and tourist spots. For beauty brands like yours, this means key products get into the hands of people from all backgrounds – maximising exposure and impact.
Below: Charlotte Tilbury attracts a queue at a city-based event.
Want to make the most of your beauty marketing? See how to wow your audience away from the counter and the top product sampling locations for advice.
Before a beauty pop-up campaign can be signed off, there’ll need to be a budget in place. Thankfully, they don’t need to cost a fortune, and you could save with promotional vehicle hire. Cosmetic brands love double-decker buses, Estafettes, and ice cream vans for their pop-up events, but the most popular hire today is the vintage Airstream.
Below: A Renault Estafette and custom ice cream van.
A vehicle can be there one moment, then gone the next. Contrast this with the fuss of changing the store’s layout or hiring an indoor space, and it’s easy to see why beauty brands choose promotional vehicles over in-store events.
Below: The NARS & SEPHORA Airstream ready for event day.
With a setup designed for engagement, beauty pop-ups let you gather tons of valuable data about customer preferences and buying habits. You can also encourage newsletter sign-ups or ask for feedback about your product or event as they leave.
Capturing data like this empowers you to connect with your audience long after the beauty pop-up’s over, and make smarter decisions for next time.
Below: QV Skincare's pop-up and Maybelline's event in action.
The more data you collect, the more you can evolve your beauty advertising strategy. You can also stay ahead by looking at the latest beauty and skincare marketing trends.
Beauty pop-ups work best when they’re personal to each guest, and nothing builds trust more than a live consultation or sampling day. Other popular events involve shade matching, express facials, and even makeovers and pamper sessions. Given space limitations, these experiences can be difficult to create on the shop floor.
Live experiences build stronger emotional connections – as customers feel like the stars of the show. See these 8 beauty experience ideas for help connecting with your audience in a meaningful way.
Below: An ice cream day for Charlotte Tilbury, and a NARS beauty bar.
Modern beauty pop-up events need to be ‘social first’, as there’s no better way to make evergreen content that shows your brand at its best.
From immersive set builds and themed vehicles to beauty bars and live demos, pop-up campaigns are the to be photographed, filmed, and shared. That means more user-generated content, better visibility, and more organic reach than an in-store display.
Every selfie, post or story becomes free beauty advertising, pushing awareness long after the event’s over. For advice, see how to make your pop-up event Instagrammable.
Below: A fun photo moment at QV Skincare's pop-up event.
At Promohire, we have a wide range of resources available in our learning centre. It’s bursting with advice and plenty of articles like our 10 favourite beauty campaigns.
You also need a branding partner who’s experienced in all things beauty and skincare – just like the team at Promohire!
So, why not click to learn more about how we bring ideas to life?