Why Indie Beauty and Wellness Brands Are Betting on In-Person Consumer Events
With all the talk of AI and algorithms taking over the beauty industry, the idea of an in-person event for consumers almost seems quaint and retro. It evokes the Tupperware parties and trunk shows of yesteryear, and cynics might assume that a slow-paced, education-focused demo experience has no place in a TikTok Shop-powered world of instant gratification.
Canyon Ranch’s Tucson, Ariz. location also hosts its own version of the affair, with its next one set for April, and brands like Biologique Recherche, Doft Skincare and Eminence Organics on board, alongside wellness-tech entrepreneur Katie Kaps, nutrition expert Joy Bauer and Dubroff.