Glamour Festival in association with Boots: three things we liked

Date : 12 March 2019

We share our highlights from Glamour Festival 2019.

Boots partnership: showcasing its new strategy

Boots worked with Glamour magazine, it’s partner of 12 months, to host Glamour Beauty Festival 2019. The festival ran from 8th - 10th March at London’s Saatchi Gallery.

The partnership aligns with Boots’ current strategy to modernise its beauty business, the event provided a great opportunity to demonstrate its new focus.

The Boots zone brought its beauty transformation plans to life, showcasing new branded range additions and enabling guests to experiment with these products, hear from branded representatives and get a feel for the new store concept.

This out-of-store activity is a tactic we've seen used successfully by beauty specialists such as Sephora, as they seek to create a buzz around their brand and offer more than just a shopping experience.

Brands that featured in the Boots zone included Becca cosmetics and Isle of Paradise, as well as grocery brands from its food-to-go offer such as Deliciously Ella and Just Water.

Guests were encouraged to sign up to Boots Advantage card and for those that are already members, loyalty vouchers entitling Boots advantage card holders to 200 points on their next shop were dotted around the area. This provided a great way to drive footfall, reward engaged shoppers and recruit new loyalty members.

Boots Advantage card sign ups
Source: IGD Research

Lifestyle brand: rewarding engagement with free samples

The atmosphere was tailored to the event demographic, feeling very young and on-trend.

There were countless snap and share opportunities, an in-house DJ, bright lighting and brands offering a number of Intagrammable spaces.

Boots was offering a complimentary gift of choice to guests that were willing to follow it on instagram.

Many brands were doing similar, as well as encouraging guests to take pictures and use various hashtags on Instagram.

Brands were also running competitions at the event, encouraging guests to sign up to newsletters or for a chance to win prizes or free treatments. This is a great opportunity to collect valuable data on a brand’s target demographic (questions involved everything from age and gender to beauty concerns), to benefit future engagement and influence communications.

Brand competitions
Source: IGD Research

Services: leading with experience

The festival was segmented into zones, dedicated to; make-up, skincare, hair, fragrance and wellness. Each zone housed brand-led services, available to event guests.

One of our favourites was a skin-based testing service from Caudalie, which provided personalised information on skin type and recommended products based on results.

Skin-based testing service by Claudalie
Source: IGD Research

Following the test, we were provided with a 10% discount on recommended products, a great incentive to spend.

The services offered engagement touch points throughout the event, helping brands to educate, inspire and engage with guests.


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