What's Trending in the Cosmetic Beauty Scene This Month

Popups are the latest hit for beauty brands looking to boost their profile, launch new products, and attract loyal customers. Here’s a simple guide on what you need to know to make your popup a success.

Why Popups Work

Customers love popups because they’re like a mini adventure. They get to dive into the brand, try products, and enjoy fun activities like custom formulations, tarot readings, or designing their own packaging. Popups add excitement to beauty shopping but need careful planning and budget.

Insights from James Barnes

We chatted with James Barnes from Backlash, a top experiential marketing company, to get some expert advice on beauty popups.

Plan Early for Christmas

Before COVID, Christmas popups kicked off in late November. Now, with online shopping and Black Friday, brands start their festive events in late October to mid-November to get ahead.

Popups Shorten the Sales Cycle

Popups create quick emotional connections with customers through face-to-face interaction. A well-planned popup can turn visitors into fans and drive sales faster than traditional ads. It’s like turning many small marketing steps into one big leap.

Cost-Effective Tips

What’s the cost of a popup? It depends on your budget. A good agency can stretch your budget and suggest what results you can expect. To get the best return, think of popups as more than just events. Use them for influencer programs, content creation, community rewards, and unique promotions for attendees.

European Events Need More Planning

In Europe, popups are popular, especially during big events like the Olympics or football tournaments. The weather is more reliable than in the UK, so outdoor events are easier. However, European events need more planning time due to local rules, taking around four months compared to two to three months in the UK.

Closing Tips for Emerging Brands

1. Be Creative: Come up with a unique idea to make your popup stand out.
2. Stay Focused: Highlight a specific part of your brand or product.
3. Maximize ROI: Use smart strategies and connect your popup to other marketing efforts.
4. Plan Ahead: Give yourself enough time, especially for European events.

With these tips, new beauty brands can create fun, effective popups that engage customers, build loyalty, and drive sales.