Editor’s Note: The global skincare industry—worth a whopping $186 billion—is a highly competitive market. So to cut through the clutter, many brands are leveraging experiential marketing as a way to reach Gen Alpha and Gen Z age groups. Event Marketer, a Chief Marketer Network publication, looks at eight marketing tactics brands are using within skincare activations. Below is an excerpt of the piece; to read the full article go here.
—
Skincare is big business. Gen Alpha, in particular, is driving massive growth for the thriving $186 billion global skincare industry, with girls as young as eight showing interest in crafting multistep regimens and taking cues from TikTok “skinfluencers” to achieve what they view as self-care.
Gen Z isn’t far behind. According to a YouGov report, 61 percent of young consumers say they “won’t leave the house without looking my best.” And on average, skincare buffs ages 18-29 spent $84 on health and beauty products over the past three months—$26 more than the national average.
To say the landscape is competitive is an understatement. In response, a range of skincare brands has been leaning into experiential marketing to slice through a cluttered market. So we rounded up eight strategies for building a skincare activation that shines.
Tap Into a Hot Property
Over the last year, night markets have officially been woven into the zeitgeist—and the experiential marketing industry. One brand that has successfully tapped into the hot property is Glow Recipe, which marked its 10th anniversary with a Night Market pop-up hosted in L.A.
Taking cues from Seoul’s vibrant night markets, the brand went all in on neon. Among touchpoints, attendees could check out exclusive merch, get sneak peeks at unreleased products, access discontinued products, receive expert skincare consultations and curate their own makeup kits with Glow Recipe products.
Find an Unconventional Location
We’ve never hit the slopes only to find a skincare bar waiting at the bottom of the mountain, but consumers gliding through Wyoming’s Jackson Hole Mountain Resort did. To celebrate an exclusive partnership with the resort as its official 2024 SPF Partner, Kiehl’s popped up a two-day skincare activation designed to get its products into the hands of adventure-seekers by blending “extreme sports and extreme skincare innovation.”
To read the full piece, head to Event Marketer.