Hearst, ELLE & TRESemmé
Experience
Insight
By Jaishree Davatwal
26th Sep 2024
Driven by beauty & fashion magazine reader communities, there has long been a vibrant calendar of consumer beauty shows across the UK. Consumer beauty shows encompass panel talks, product masterclasses, VIP lounges, and infamous heavy goody bags filled with products – a sign of a weekend & ticket cost well spent! Beauty shows reflect current trends in the beauty space and have over the past decade evolved to not only be more experiential in the ways sponsors show up, but all the more encompassing of the latest lifestyle trends & consumer sentiment.
A quick scan of the programming of past & upcoming beauty shows confirms content is evolving beyond solely product masterclasses. Curated speaker line ups now focus on all aspects of lives from tackling the world of work and burnout, where Stylist Live 2023 dedicated an entire stage to Google Work Life, to the likes of the Allbright Step Forward Summit earlier this year which Marble brought to life, where speakers included Ai Editors, Psychologists, Nutritionists, Self Love Authors & Hypnotherapists. Against a backdrop of professional beauty & wellness expertise now being a Tik Tok search away, and growing trends such as the rise of ‘unsexy products’ which shows consumers are more tuned in to decipher for themselves products based on their ingredients & efficacy, it’s more important than ever for content to be exclusive, unmissable & future focused.
While content is evolving, it goes without saying that the audience of consumer beauty shows has also evolved. Longevity is one of the key beauty & wellness trends for 2024 with consumer interest being multi generational. A clear example of this is the success of the Current Body LED light therapy mask promising a reduction in visible signs of ageing, a current influencer favourite. Although most products are marketed towards 20-25 year olds, industry reports show there will be a shift of products being made for the 40 to 50 age group specifically, as well as technology being able to provide highly personalised information, such as rings showing your step goal has been reached, as well as if you have put on enough sun cream. Against this landscape, the introduction of tech into consumer beauty shows, particularly into VIP lounges, provide a unique opportunity for engaging the “ageing well” population, leaving attendees & tastemakers with a rich & personalised ROI to last beyond the contents of their goody bags.
For over a decade, Marble Creative Studios have handpicked speakers & curated programmes in house, and have brought to life production for some of the UKs most iconic consumer beauty shows including Good Housekeeping Live, with production underway for Good Housekeeping Live with Country Living show this November. Across an ever evolving landscape, there are unlimited opportunities to push forward & create new ways to engage beauty lovers, from spotlighting particular communities, demonstrated by the hugely successful Beauty Beat, the UK’s only luxury beauty show for women of colour; to exploring how to create new content creation opportunities for the ageing well population & gen-alpha; challenging traditional venues; to casting a sustainable lens across shows such as pre selecting goody bag contents to mitigate waste.
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