5 Lessons on Impactful Beauty Events

Events are an investment. For both client and agency events are one of the most cost and time and emotionally intensive tactics that brands can execute. They’re also some of the most competitive – my calendar tells me that over the next two weeks there’s an average of 10 beauty events in London per day alone. Many of these will be competing for the precious time of the same people; so how do you design yours to be the most compelling?

1.????Set Meaningful Objectives. While ‘Awareness’ is undoubtably important, it’s not a particularly inspirational objective. Throwback to launching Milk Makeup in the UK - the objective we were set was ‘get us a queue round the block’. Often we feel stuck in marketing jargon, but events work not only because people go to them, but because people enjoy going to them. Think creatively about ?objectives - what would really make this event celebrated in your business and set aims in real language.

2.????Audience-First Design. The interplay between what different audiences want and need is constantly evolving. Today, one size fits no one; there are nuances between what different audiences want and need, and then nuances upon nuances dependant on what the content style, priority and interests of those audiences are. Designing the experience both creatively and operationally around who you’re going to invite is crucial.

3.????Originality. At SEEN Works, we like to think concept first. An event shouldn’t be just an expression of marketing materials or a space for information. Inspiring events offer something more than what you can find on a brand’s social channel or in-store. While celebrating brand creative is great; an experience is an opportunity to express your brand in a different context; create materials designed only for that moment.

4.????Content. Playing into the key narratives and trends on social and thinking about how the content at the event will be expressed online is critical. For NYX Professional Makeup; we designed two events around the concept of Get Ready With Me; the crucial element of which was what were we asking people to get ready for? Enter two knockout parties that preceded stage-side tickets to the hottest gigs of the year – Lizzo and Harry Styles and some of the best return on investment from content we’ve seen.

?5.????Lighting. You can have the best production in the world, but if the lighting isn’t flattering then your beauty community won’t thank you. Lighting a space thoughtfully and carefully is the most important consideration to ensure that the content lives on. Lighting can completely change an atmosphere and can make or break a content moment. Finding the sweet spot between the two is a true art and well worth investing in.