Iconic brand Harper’s BAZAAR Australia hosted its largest-ever consumer event this past weekend: the inaugural Beauty BAZAAR. Over 1300 beauty devotees descended on Sydney’s Carriageworks for the two-day festival celebrating all things beauty, health, and wellness.
Event partners and activations included a.po.te’ca.ri, Clinique, Colgate, Dirty Bird, Fujifilm instax, Healthy Chef, Kombu Kombucha, Neogen, Retreatment Botanics, Schwarzkopf, Sparkling White Smile, Syrene, tde. and Vida Glow. Cult salons Amy Jean Brow Agency and Edwards and Co were also on hand to indulge guests.
Attendees were treated to a star-studded day of talks and tutorials featuring celebrity trainer Kayla Itsines, model turned beauty maven Jessica Gomes, wellness guru/actor Teresa Palmer, celebrity facialist Melanie Grant, mega model Jesinta Franklin, and TV personalities and entrepreneurs Sally Obermeder and Rachael Finch. Attendees also got to take home luxury product samples and the ultimate goodie bag, worth more than $400.
Sarah-Belle Murphy, Executive General Manager – Publishing & Digital Operations, said, “The inaugural Beauty BAZAAR was a huge success, and we were thrilled by the reaction to the event in its first year. To get huge numbers of attendees through the doors as well as the impressive list of panellists and partners is a great testament to this brand and its following.”
The Beauty BAZAAR comes off the back of Bauer’s Luxury Trend Forecast which reveals that there is a greater demand for elevated experiences from luxury products, combined with a need for belonging to a special “inner circle of those in the know.”
The Beauty BAZAAR was promoted via an extensive marketing campaign across print, digital, and social media, with over 110,000 impressions on the official event hashtags alone.
Commercial Director Paul Gardiner said “Bauer continues to offer our partners innovative ways to capture the attention of our audiences through initiatives like The Beauty BAZAAR. Plans are already underway for a 2020 event.”