Launching a new beauty event – Beauty at Bluewater
Bluewater Shopping Centre, one of the largest malls in the UK, came to us with their vision to host their first large scale beauty event. With plenty of experience in shopping centre marketing, we were eager to get started on this beautiful edition.
We wanted to position Bluewater as the ‘place to go’ for all beauty needs, so we got our creative thinking caps on and “Beauty at Bluewater” was born.
Creating a flawless beauty event identity
Our design team developed a creative concept that was both eye catching and memorable. Taking inspiration from make-up trends, the creative consisted of luxurious and colourful make-up swatches. Above all, it became the event identity that would be recognisable and consistent across a range of print and online elements for the event.
Building the foundations
The layers we created for the event were:
- 1100 branded tote bags. Our event team sourced, printed and filled these with samples and vouchers from the retailers.
- Welcome desk. This provided a place for registrations and was wrapped in the brand identity.
- 1100 lanyards. This included double sided event schedule.
- Stage. To host all master classes and demonstrations.
- Concession stands. For selected retailers to engage with Beauty at Bluewater event attendees.
- Photo opportunity and competition. An extension of our guest influencers meet and greet sessions.
The customer journey of a beauty event
We understand the customer journey surrounding events. Similarly, we get the importance of engaging with your audience from pre-event through to face to face experiences and beyond.
Bluewater then reimbursed the cost of the ticket – £5 – in the form of a £5 Bluewater gift card at registration. In other words, we wanted our attendees to get a great value event.
Next, attendees simply had to check in at the welcome desk on arrival, where they received their goody bag and lanyard.
Back-to-back master classes
Hosted by broadcaster and author, Amy Nickell, the stage provided the platform for a full schedule of demonstrations and masterclasses.
The beauty event concession stands
To make the most of the space available, and drive footfall around the entire shopping centre, we sourced and built concessions stands. Four retailers had the opportunity to interact with shoppers using mall space and the branded concession stands, where they could hold further demonstrations. As a result, this extended the activity happening at the stage throughout the day and helped to drive footfall back to their stores. Too Faced, Rituals, Boots and House of Fraser all had concessions stands. It’s safe to say these were a huge success with queues for over 20 minutes at some.
The production continued at the location for Kaz Crossley’s Meet & Greet. Giant sized make-up props provided the perfect photo opportunity for attendees. With a layer of competition added to that, we saw engagement and UGC soar. Guests simply had to post their photo with the hash tag #beautyatbluewater to be in with a chance of winning a prize hamper with amazing gifts from the retailers!
We Came. We Saw. We Contoured.
The event was a huge success. There were smiles all round and a real buzz in the atmosphere for instance. Too Faced’s concession stand drove that much footfall to their store that they were busier compared with peak seasonal events like Black Friday.
Some of the retailer feedback and testimonials speak for themselves:
Last year as a store we took £4500 – this year we took £8500 – that’s amazing uplift of 89”
A real big thank you for the opportunity you gave to us over the weekend. This was a mega day for great brand awareness an trading.
I can say we ended on 15 returns in bookings for counter for Elizabeth Arden, 9 bookings for NYX for their event in store, £252 Gucci sales, £355 Armani sales and numerous back to store customers for Dior with the scratch cards from your goody bags. We had an amazing return from the event; footfall was up and store reached all sales targets”
The centre definitely felt a lot busier than we had expected on Saturday. Our Saturday figures were actually +12% vs the previous year, and footfall was +8%. We were seeing people in store with the beauty lanyards around their neck from around 10am.
We had 60 redemptions of the 30% off vouchers we provided for the event, which was a lot higher than we had expected. Our ATV was £29.59 on the day so as an estimate it probably drove another £1800 into the tills”