Millennials are intrinsically experience-driven. The increasing preference for a cool experience over a cool product is pushing brands to get creative, offering everything from festivals to interactive museums.
Australia saw one of the first of such experiences in April with MECCALAND, a one-of-a-kind beauty festival hosted by cosmetics retailer Mecca. Over three days, attendees participated in interactive sessions, learned from beauty experts and shopped from featured brands; all in Instagrammable spaces.
Similarly, Sephora hosted a two-day festival called SEPHORiA, an immersive event where beauty fans could sample products, mingle with brand founders and influencers, and learn the latest makeup techniques and tips.
Although Glossier is available to buy online, young people still love a brick-and-mortar store – when it’s Instagrammable. With millennial pink floors and shelves, the shop directly reflects the brand’s products and aesthetic. The latest store in LA features a photo-worthy room called Glossier Canyon which replicates Antelope Canyon in Arizona.
Earlier this year Chanel opened a Beauty House in LA with interactive experiences showcasing the brand. Visitors could try on makeup physically or virtually, and admire the Chanel-esque décor – e.g. a bathtub filled with pearls.
An example closer to home includes last year’s Juicy Couture Sucré launch. Bauer Media’s millennial title Miss FQ partnered with Juicy Couture, inviting readers and influencers to experience a sweet-filled wonderland at the mag’s HQ.
Everyone who attended tried the new perfume and walked away with a delicious treat from Bluebells Cakery via a cupcake ATM - plus the new issue of Miss FQ. In keeping with the trend, the campaign generated a ton of social media engagement via the hashtag #EatDessertFirst
The campaign also won ‘Best Advertising Campaign’ at Bauer Media’s annual Best in Beauty Awards.
With social media consumption increasing, it's likely we'll be seeing plenty more interactive and immersive events from brands in the hopes of amplifying exposure online.
