THE EXCITEMENT: An Exhilerating Experience
BE had "coveted" access to the limited release tickets of QVC's BeautyBash held at QVC's headquarters in West Chester, Pennsylvania.
Rumor has it that 2,000 tickets were released to the public for sale, and sold out within 24 hours. Why such a quick sellout? Because QVC has faithful viewers and purchasers who are "brand loyal". Plus, QVC taps into the consumer's emotional product use experience. So they keep coming back for more!
What exactly is a QVC BeautyBash?
From BE's perspective, QVC's BeautyBash is a high energy extravaganza with a keen resemblance to "going trick or treating" for cosmetics...what more could a cosmetic diva ask for? Upon entrance to QVC's studio building, attendees receive a big, sturdy, recyclable bag, a floor plan, a survey, and a check-off list of brands in attendance at the Bash.
Once inside the exhibit hall, attendees are free to investigate all brands. They find out about the latest and greatest promotions on their favorite products,...receive "super-sized" or full sized samples of products...learn skin, color, fragrance and haircare "tips" and have the chance to meet and speak with their favorite beauty-brand celebrity.
In essence, the BeautyBash provides a Sensoround experience for the consumer. She is exposed to textures, scents, and vibrance that reinforce an emotional and intellectual connection. Intimacy with a product or brand is created and leads to brand-loyalty and repeat purchases.
While attending the BeautyBash we asked ourselves . . . what else is creating the excitement and the draw? . . . what makes this event so appealing that people will actually post an ad on Craig's List to search for tickets and gain entry? . . . Is it the free samples? . . . Is there some hidden value about the products?...Is it because the consumer gets to "rub shoulders" with the "celebrity" founders and makers of the beauty products? (even we couldn't resist having our photo taken with our favorite Mally.)
While most of the answers to the above questions are YES, the important aspect that BE captured was that the consumer's trust and loyalty are re-enforced at such events.
Is there something here to be learned as product development marketers? . . . something that we can capture and use to develop intriguing brands and promote our own beauty products? Perhaps, . . . .!!
5 Tips for building brand loyalty
1. Make an emotional and intellectual connection to the consumer. 2. Deliver high value for the customer. 3. Create a high touch, low tech experience. 4. Package fun, intrigue and identity from a consumer use perspective. 5. Provide simple to understand product information.
*****News to share from brands we visited...
THE SKIN CARE EDGE: New Launch
Actifirm: Face Firm Face Firm is the newest product from Actifirm launching late Spring. Targeted to 40 + women - Face Firm utilizes Actifirm's exclusive mushroom extract. After just one application, Face Firm improves the appearance of superficial fine lines and wrinkles and helps to make skin feel firmer.
The following key technologies of Face Firm are proprietary, patented and trademarked:
Actimatrix - a patented formula that includes Mucor Meihei mushrooms.
Actisea 100 - a combination of concentrated extracts from select marine algae and the inner gel of Aloe barbadensis Miller.
Actifirm Ultra - the main ingredient in Face Firm; a combination of extracts from rosemary, cornflowers and Gotu Kola.
THE COLOR EDGE: New Launch
DuWop: Cheek VenomThey've done it again! 10 years after the launch of LipVenom, DuWop has created a cheek formula with stunning results. We had a personal application of DuWop Cheek Venom from Cristina B. herself! Applied with fingers, it glides on skin with a light, satiny-smooth texture and contains long-wear pigments for day-long lasting color. Benefits of the blush helps to firm, tighten and condition skin through a blend of silicones, hyaluronic acid and essential oils. Available in two shades. Sidewinder, a gorgeous nude flush, and Diamondback a hot coral pink.
THE FRAGRANCE EDGE: An Anniversary
Tova: Tova Signature. Who was the first woman to sell over 10 million bottles of fragrance to-date? Tova! And, she is celebrating the 25th Anniversary of her first fragrance Tova Signature (created by Manheimer Inc. a division of Kerry Group). Nominated for the 2008 Fragrance Hall of Fame at this year's FIFI awards, the fragrance is as relevant for women today as it was 25 years ago. It defined a category...clean sensuality, in a time when heavy hit- you- in- the face fragrances were being launched (think Giorgio). With a high concentration, 28.5% fragrance, notes include; Crisp bergamot, jasmine absolute, lavender, sandalwood and clean, sensual musk.
THE BRANDS EXHIBITED
100% Pure Actifirm Arcona Bare Escentuals Borba Bourjois BriteSmile Caudalie Clarisonic Clinique DDF Diane Young Dr. Denese Dr. Goldfadden DuWop Facial Concepts Frederic Fekkai Joan Rivers Beauty Joey NY Jonathan Product Juara Juice Beauty Kate Somerville Kinerase Laura Geller L'Occitane Lorac Mally N.V. Perricone M.D. Nick Chavez Ojon Olivella Peter Thomas Roth Philosophy beauty Pink Sugar Prescriptives ProStrong QVC Insider Raw Color Redpoint Skyn Iceland Smashbox Sue Devitt Tarte Tova Beauty Tricia Sawyer Wen by Chaz Dean