It has come to our senses that the pandemic we've all been struggling with for the past two years has taught us many things. Now that the situation has 'almost' returned to normal with all the restrictions being lowered, the past five months have been our moment to experience the activities we hadn't been able to enjoy in a while. One of the activities we get to enjoy again are festivals where people from all over the place with different backgrounds gather in one place for one common interest.
Talking about festivals, there are numerous festivals held this year. Besides music, one of the festivals that have been on the rise are beauty festivals. Generally, a beauty festival is a grand event where beauty brands gather to showcase their products while also offering the best deals for the customers. Beauty festivals sometimes feature beauty icons and brand representatives to share insights on beauty tips and the industry itself. However, how come that beauty festivals these days are that much of a spectacle?
 Ilustrasi industri kecantikan/ Foto: Freepik |
The rise of beauty festivals is obviously caused by the high interest in the beauty industry globally. According to Terakeet, the beauty industry in the whole world shows no signs of slowing in growth. Globally, the beauty industry in 2020 reached the number of $483 billion in sales. With an annual growth rate of 4.75%, total revenue is expected to top $716 billion by 2025. By geography, the Asia Pacific region has the biggest beauty industry market share at 46%, followed by North America at 24%. The number indicates a huge interest in the beauty industry, be it makeup, skincare, haircare, or body care, based on the high market share.
How come that everyone seems to be very interested in beauty products that the market share almost reaches the roof? One of the answers is "social media". Social media has been a place for us to be know-it-alls. It's no secret that videos, photos, articles, or any form of information regarding beauty topics are only one swipe or tap away to get. The rise of influencers also partakes in the growth of the beauty industry as most of the time, the audience tends to gain makeup or skincare inspiration from them. The ease of access to information from social media can help the audience to engage and consume products.
Taking from different perspectives, social media has also become the beauty brand's marketing tool to interact directly with the audience. The easy access of social media helps the beauty industry grow even more. The industry and its high volume of demands drive event organizers to bring festivities in celebrating the growth of the beauty industry while gaining huge profits from it at the same time. Either way, the existence of beauty festivals has its respective benefits both for the audience and the brands who participate.
 Ilustrasi beauty festival/ Foto: Freepik |
The benefits for the customers who pay a certain amount of money for an entrance ticket is quite obvious. As most of the brands that participate in beauty festivals offer their best deal as well as clearance sale, the audience can bring those half-priced products home and when they're lucky, some brands slip them several mini bonus products. It's not limited to shopping purposes only, they would also get to acquire new insights from talk shows with beauty experts regarding beauty-related topics.
Moving to the point of view of brands that participated in beauty festivals, they get to build their brand awareness and find out what the market needs in person. Not just selling products with the best price offer, beauty brands also proffer new experiences for the audience by giving free consultations, product try-on, and other activations like free photo booths and interactive activities with KOL. With all these things offered to the audience and customers, the beauty brands can get free marketing from them as they would spread the word of the fun and engaging activities from the brand to their social media. This way, the brands manage to gain and spread their brand recognition.
With all the benefits given to both parties in beauty festivals and the significant rise of the beauty industry in most countries, it suffices as the reason why beauty festivals nowadays are the 'it' event that everyone interested in beauty would go to.
(DIP/alm)