2021 was a big year for rights holders to embrace themselves as media companies their investments into their social assets will deliver the biggest ROI. In 2022, the majority of brands will spend more of their advertising budgets on social over television. Unisex perfume pop-ups, razor blade-swapping retailers, and cinematic beauty activations round off this list and speak to consumers' growing desire for exclusive and monumental shopping experiences. Amir Zonozi, President and Cofounder, Zoomph. While Nordstrom's in-store Kiosk introduced North American audiences to popular Korean beauty must-haves, the Body Shop's narrative merchandising informed consumers about the brand's natural ingredients and versatile product range. ![]() When looking at skincare brand activations, Nordstrom's K-beauty pop-up and the Body Shop's temporary retail space in London are just some notable examples. Heres how brands like Target, Hyatt, Urban Decay and National Geographic have used vending machines to promote new products, distribute prizes, generate social media posts and more. ![]() When looking at memorable makeup and fragrance-themed events, standouts include Benefit Cosmetics' 'GlastonBrow' pop-up - a brand activation that was modeled after fast food restaurant drive-thrus - along with Thalys' scent-based travel agency pop-up which spotlighted the brand's signature fragrance collection. These beauty brand activations range from sheet mask-specific cafes to custom hair care labs that give visitors access to a premium and personalized product range.
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