A recent study conducted by experiential marketing firm Gradient Experience highlights the current evolution of the beauty and skin care industry, with 84% of companies reporting an increase in their experiential marketing budget in the past three years. Masu. This growth highlights the evolution of marketing strategies in this space, as brands seek to engage consumers through immersive and memorable experiences rather than traditional advertising.
Gradient Experience’s Oudin attributes this shift to changes in media consumption, particularly in the way younger audiences consume content. “The media landscape has changed, especially in reaching younger audiences,” she said.
“They’re glued to their social feeds, but what catches their eye? Experiences shared by influencers and engaging content like unboxings and makeup tutorials. That’s the new advertising. ” The ability to create shareable moments that resonate emotionally with consumers has become a key element of modern marketing strategies for beauty brands.
Increase your budget and strategically focus on experiential marketing
The study found that beauty and skin care companies are devoting a significant portion of their marketing budget to experiential initiatives. According to Gradient, two-thirds of companies surveyed allocate 10-30% of their marketing budget to experiences and events, and a quarter allocate an additional 30% or more.
“The experiential era allows beauty brands to connect with consumers on a deeper level, creating stronger brand affinity and engagement,” Odin explained. This shift toward experiential marketing reflects the industry’s focus on building deeper emotional connections with consumers.
The relevance of this change is clear for manufacturers and suppliers of cosmetics and personal care products. As traditional marketing methods such as TV and print advertising decline, brands need to create impactful experiences that allow consumers to actively engage with their products in new ways. “The desire for human connection over product consumption is here to stay, and to meet this demand, brands must move to experiential,” she explained.
ROI and measurability: key challenges
One of the key findings of the Gradient study is the challenge beauty brands face when measuring the return on investment (ROI) of experiential marketing. Although 85% of beauty brands report being satisfied with their ability to measure ROI, this number lags behind other industries such as technology and fashion, where satisfaction rates exceed 90%.
As Odin explained, “Experiential managers in the beauty industry rely less on metrics than their tech counterparts, and as experiential marketing evolves, the demand for tracking increases.”
This challenge is further exacerbated by budget size and allocation issues, with 64% of beauty companies identifying budget constraints as a major hurdle. Proving ROI remains a key concern, along with scalability and adapting to current trends.
However, she emphasized the importance of agencies prioritizing measurable outcomes, saying that Gradient has invested heavily in tracking tools to ensure its campaigns are evaluated holistically. pointed out. “Experiences drive more UGC (user-generated content) because viewers want to experience the story of the product, not just buy it,” she added.
Integrating influencer marketing and content creation
The study also highlighted the strong integration of experiential marketing and influencer partnerships in the beauty space. Beauty brands are increasingly relying on influencer content creation to drive experiential campaigns, with 62% of companies focusing on these digital channels.
Odin emphasized that collaborating with influencers to create authentic and engaging content is essential to the success of experiential events. “Creating authentic content is much more effective than slick ads cluttering your social feeds,” she said.
One example of this strategy in action is Maybelline’s Summer Carnival of Beauty. This is an event produced by Gradient to promote Maybelline’s Lifter Liner, Sunkisser Liquid Blush, and Firework Mascara. The event featured playful, product-themed carnival games such as Ring Toss, Skee-Ball and High Striker, creating an interactive and festive atmosphere.
The Summer Carnival of Beauty attracted more than 3,000 participants, increased the share of the floor by 30%, and distributed 19,000 samples. This case study demonstrates the power of experiential marketing to increase consumer engagement and increase brand love.
The future of experiential marketing in beauty
Looking to the future, Odin predicted that experiential marketing will become a central part of marketing strategies across the beauty industry. Currently, only 21% of companies include experiential marketing at the beginning of their campaigns, but an astonishing 61% think they should do it early.
Additionally, she said, “The sooner experiential marketing can be integrated into a beauty brand’s strategy, the greater the payoff across channels.”
For manufacturers and suppliers, this shift presents a significant opportunity to more meaningfully engage with consumers by creating experiences that are integrated into the broader marketing mix from the start. With continued advances in digital technology and the rise of influencer-driven content, experiential marketing will continue to be a powerful tool in the beauty industry’s marketing arsenal.
