- The agency for brand experiences is the partner for operative implementation and activation measures
- Two day event with workshops around all aspects of beauty, fashion and styling
For the third year in a row, EAST END and Condé Nast Germany realize GLAMOUR Beauty Festival in Munich. On June 1st and 2nd, visitors, influencers, the GLAMOUR editorial office and partners celebrated beauty in Munich’s Haus der Kunst with an exciting mixture of product experience and entertainment. EAST END, the agency for brand experiences, was responsible for event realization including the logistics and coordination of participating brand partners.
This year, the beauty event was presented in a completely new design. Instead of a red carpet, creative tape-art signposts led through the festival. Intense colors and patterns reflecting the look and feel stage the various theme areas “Beauty Treats”, “Make-up”, “Skincare”, “Beauty Tools & Hair” and “Clean & Organic”.
At the beauty and fashion scene get-together, the main focus was on the individual brand experience of the target group, trying out products and exclusive styling and treatments. Each partner stand was staged differently, allowing visitors to immerse themselves in the GLAMOUR beauty world. Various photo opportunities as well as hashtags and slogans on the signposts provided the event with the necessary “instagrammability”. The program included numerous workshops, which were specially designed by the editorial staff, influencers and partner brands.
“Today, more than ever, it’s all about personally addressing target groups, which increasingly stage themselves in the age of social media,” says Oliver Golz, founder and Managing Director of EAST END. “The GLAMOUR Beauty Festival offers brands and visitors the right platform to do so, brings the brand world to life and has staying power long after the event is over”.
This year, 28 Beauty Partners participated in the GLAMOUR Beauty Festival. Among them were brands like ghd, Hair Rituel by Sisley, Rituals, Artdeco, Guerlain and many more. New: Reber, SCAVI & RAY and ONYGO etc. as entertainment partners. Influencers Nina Suess and Lisa Hahnbück accompanied the festival.
About GLAMOUR
GLAMOUR Deutschland founded the handy pocket format and brings a high-quality and opulent look to the latest fashion and beauty trends. As a multimedia media brand, GLAMOUR also presents the latest topics and trends in fashion, beauty and lifestyle on GLAMOUR.de, in social media and in the GLAMOUR shopping app. Every year, GLAMOUR awards the GLAMMY, Germany’s most prominent public award in the beauty industry. In addition, the GLAMOUR Beauty Festival is held annually, where readers have the chance to spend a weekend exploring current trends in cosmetics, care and styling and taking advantage of direct dialogue with the editorial staff and industry experts. The GLAMOUR Beauty Festival kicks off the GLAMOUR Beauty Week where selected beauty partners provide discounts and special offers. The bi-annual GLAMOUR Shopping Week is the largest retail cooperation in the German-speaking media landscape and like the Beauty Week, is part of GLAMOUR Shopping – the umbrella brand and marketing platform for all GLAMOUR shopping events and campaigns. At www.glamourshopping.de and in the GLAMOUR Shopping app you will find exclusive offers and expert tips all year round.
Copyright: Jo Glenk
