GLAMOUR Beauty Festival - Munich
Munich becomes beauty hotspot with the first GLAMOUR Beauty Festival and 1000 enthusiastically readers.
Task & Goals
Tailor-made to the festival season, the fashion and beauty magazine GLAMOUR invited 1,000 beauty enthusiast readers to the GLAMOUR Beauty Festival in Munich. EAST END was responsible for the realization.
Idea & Realization
For two days, Munich’s Haus der Kunst became a beauty hotspot. The 2,000 sqm festival area offered the 1,000 GLAMOUR readers a dialogue with well-known beauty and fashion brands, experts and bloggers.
For the readers an entertaining experience and at the same time informative brand experience was created. In five different beauty zones, participants could try out the latest cosmetics and care trends from 16 brands like M.A.C, La Mer or Clinique, get individual care and styling tips and enjoy various applications on-site. Expert talks with GLAMOUR editors, international experts and popular influencers like Lena Lademann, Nova Lana Love and Wana Limar or workshops in small groups offered room for personal consultation and active exchange between brands and users.
Result
With the GLAMOUR Beauty Festival, publisher Condé Nast found a format enabling interaction with the target group and benefiting all participants – from consumers to partners to brand – effective well beyond the moment. The build up of the GLAMOUR Beauty Festival concept together with the partners is already planned for next year.
