Beauty counters were once the centre of discovery. Shoppers would stop for a chat, get their make-up done, and learn all about the latest products. That world still exists, but the real buzz now happens beyond the beauty counter – with discovery happening out in the real world.
Here’s a look at how beauty, fragrance, and skincare brands are reaching shoppers through the power of live experiences.
1. Product sampling on the move
Sampling never went away – it just went mobile! Beauty and fragrance brands are taking their latest products out on tour, with many of them turning buses, Airstreams and other vehicles into ‘try before you buy’ live experiences. Lucky attendees can often trial more than one product, and even take some of these samples home.
For beauty brands, sampling is an easy way to make discovery feel effortless. It’s also flexible and easy to film (perfect for creating viral content), and brings all things beauty to locations that traditional beauty counters simply can’t reach.
Planning a sampling event for your beauty, skincare or fragrance brand? See how to run a product sampling event for help getting started!
2. Reward and delight moments
The unexpected can make a big impact, especially when it's a freebie. Few know that better than E.L.F, who partnered with Superdrug to hand out free sticky buns as part of a live beauty marketing campaign.
Similar beauty and skincare brands continue to run pop-up events in city centres and shopping centres – rewarding loyalty in playful, feel-good ways.
This can include handing out hot drinks in the winter, hosting an ice cream sampling event in the summer, or giving out vouchers for use in nearby department stores.
3. Immersive brand worlds
Want to make a big song and dance about the latest product? Consider immersive experiences that make your guests the stars of the show! Some of the biggest fragrance and beauty brands take to the street in style – with promotional vehicles decked out in all manner of colours, lights, and decorative touches.
These serve as ‘discovery journeys’ that everyday beauty counters can’t match, where guests can mess around at nail and beauty bars, or enjoy makeovers or pamper sessions.
Immersive experiences are perfect for skincare brands, who often need to engage and educate in ways that feel personal. Take QV Skincare’s sampling roadshow – complete with skin hydration tests, free giveaways, and 3D props for content capture.
4. Content and influencer events
Influencers have always been huge in beauty and skincare marketing. With tens or even hundreds of thousands of online followers, the right celebrity can take a new product far beyond the shop floor. And while beauty and fragrance brands often partner with them for TV ads, it’s becoming more common to see them partner on live experiences.
In fact, it’s one of the biggest beauty marketing trends for 2026! The idea is this: the live campaign is split into two with influencers given first crack at the event – as the brand encourages them to film content and share it in real time.
This content then feeds into the following event days, as fans follow in their footsteps to make the campaign bigger than ever.
5. Doorstep delivery drops
A great type of beauty marketing, doorstep drops often involve celebrities and influencers, as well as press and publishing houses. It all starts with a promotional vehicle, which is turned into a glam statement piece and used to deliver the hottest, most sought-after products to celebrities, journalists, or competition winners.
The gifting aspect ensures the new item gets plenty of good press, but these campaigns work best when the journey also includes hitting flagship stores and famous landmarks.
Liberty London nailed this concept, having transformed a classically Italian ‘Piaggio Ape’ into a 3D copy of its popular advent calendar release. They then took over London’s Covent Garden for a special, more public-facing style of beauty and skincare marketing.
Ready to push beyond the beauty counter?
Modern beauty brands have moved beyond the shop floor. It’s about meeting people where they are and creating live or immersive experiences they’ll want to share.
If you’re looking for ideas, our guide on how to run an Instagrammable beauty event is a great place to start. You can also visit our top 10 beauty campaigns for inspiration on how to reach shoppers in a way that gets people talking and lights up social feeds.
If you’re ready to take your product beyond the counter, we’re here to make it happen.
