Anyone who attends events at the Dallas Market Center understands the strength of the trade show model in buying and selling and now Ulta Beauty is taking the idea direct to consumers.
On April 26th it will hold Ulta Beauty World, an all-day event that combines a trade show with fan-favorite conventions to make a direct connection with its customers.
“We at Ulta Beauty know there’s nothing quite like the power of beauty to create, connect and bring people together,” said Kelly Mahoney, CMO at Ulta Beauty, in a statement announcing the event. “With Ulta Beauty World, we’re inviting beauty enthusiasts to step into our world like never before — offering an immersive playground for beauty discovery that brings to life the possibilities that lie within each of us. We’re thrilled to welcome beauty lovers of all generations and celebrate the very best of beauty in a truly unforgettable way.”
The retailer said Ulta Beauty World will feature over 195 brand partners with “exclusive experiences and giveaways” during the event, along with hair and makeup tutorials, expert panels and ear piercing. And while Ulta hopes no doubt to sell a lot of merchandise it is also using the event itself as a revenue generator. Tickets are priced at $160, although visitors will receive an attendee bundle or “swap bag” worth over $1,000, it says, at the event, being held the Henry B. González Convention Center.
The event will also include light snacks, beverages and what is being called “an Interactive Signature Studio, which further signals a customer-centric approach to the traditional trade show offering wherein attendees will be able to nab a personalized tote or cowboy hat, as well as customized beaded bracelets or keychains.”
As an event that combines the best elements of a wholesale trade show, a convention and a fan festival, Ulta may be on the cutting edge of the next big thing in retail.