Will Ulta Beauty's Convention Style Messe become a new retail trend?

Ulta Beauty could take out a page from the Geek or Nerd community Playbook by taking place on April 26 in San Antonio, Texas, San Antonio, Texas, in San Antonio, Texas.

With tickets for $ 160 and ticket holders in a bundle of participants or a “exchange bag” worth over $ 1,000, Ulta during the one-day congress/trade fair in Henry B. González Convention Center during the heart of spring as many brand fans.

As for retail, experience with the title Ulta Beauty World was described as a “all-access pass for the best in make-up, skin care, hair care and wellness”. Hor-d'oeuvres and themed drinks as well as an interactive signature studio will also provide a customer-oriented approach for the traditional trading show offers, in which the participants can nasate a personalized bag or cowboy hat as well as tailor-made pearl bracelets.

In addition, Ulta shared on his website that Ulta Beauty World will be shown over 195 brand partners with “exclusive experiences and giveaways” as well as hair and make -up tutorials, expert panels and earpiercing.

“At Ulta Beauty we know that there is nothing better than the power of beauty to create, combine and bring together people,” said Kelly Mahoney, CMO by Ulta Beauty.

“With Ulta Beauty World, we invite beauty enthusiasts to get into our world like never before – and offers an immersive playground for the discovery of beauty, which brings the possibilities that are in each of us. We are enthusiastic to welcome beauty lovers of all generations and to celebrate the best out of beauty in a really unforgettable way, ”added Mahoney.

Mix the trading show with the congress as a concept

Although Ulta's move is not openly controlled by a unique company, he could be an early example of morphing or mixing the conventional trade fair with the wider concept of a fan (or a customer) convention.

In social tables, three different categories of collecting were shown in this sense: the fair, the conference and the convention. While only the latter was offered a traction in the form of “fans”, the former examples of industry experts, analysts and reporters were often committed and often restricted. What seems Ulta is a mixture of the three concepts that CES – formerly consumer electronics show – best illustrated in previous years that aimed at technology lovers.

And yet the CES continues to hold back the participation of the general population and obliges potential participants to either work or work in the media within the industry, or as content creators who cover consumer technology. Regardless of this, CES 2024 welcomed almost 140,000 participants when a press release underlined.

Is there in today's retail landscape, in which participation and personalization is increasingly valued, space for events that combine industry talks with the excitement and commitment of brand fans?

Enter the Comic-Con in San Diego and the sales of $ 160 million last year

San Diego's legendary comic convention or “Comic-Con” is not expressly operated by a unique brand or controlled, since 1970 of rather modest beginnings in operation.

According to the KPBs, the San Diego-Comic-Con 2024 achieved over $ 160 million for region-sowohl with direct and indirect expenditure of visitors-according to more than 135,000 participants who climb into the subway region to take part in the procedure.

“Every comic-confer participant is not only a fan, but also a hero for our city. They help our city to repair our potholes and to help our homeless people with every single costume they have [wear]”Mayor Todd Gloria said about the event, according to ABC10News San Diego. According to a study carried out by the San Diego State University in 2022, 14,000 rooms were booked in 60 hotels in the run -up to this year.

Disney has also jumped on board in this trend and increased activity in recent years after a press release from the company.

According to the standards, 100,000 Disney fans, the official members of the D23, the Walt Disney Company Fan Club, gathered from 9 August to August 11, 2024 at the Anaheim Convention Center. Tables, filman hangers and a mountain from the Merch were accompanied by Dwayne “The Rock” Johnson to address the previous apartment, excitement, eye dive, eye dive and findings for the event for the event.

If the division between industry analysts, experts and representatives is blurred by brands super fans, frequent buyers and influencers of all size and scope, the role of the traditional monastery conference is decreased? In particular, in view of the fact that retail is a company that is almost exclusively obliged to do the mood and wishes of the consumer, opens its wallets, even in the category of essentials, in the capitalist societies, the question arises.

And as an integration and fandom between certain brand loyalists and the companies that you follow as a wider segment as in the case of comic-Con or as a unique unit, as in the case of Disney's impaired retailer retailers, consider your own lucrative personal or omnichannel meetings?