The beauty industry is built on customer engagement. Speaking with customers, allowing potential customers to try, smell and feel products on their skin. Nothing does this better than face to face. That was pre Covid-19. Fast Forward almost 12 months and the beauty industry is revolutionising how they continue to build communities and engage with customers at a time when people can’t leave their houses.

And the best part? The solutions are not expensive and they allow brands to reach niche audiences at scale.

In this blog we thought we would highlight the brands that are engaging audiences without spending huge budgets. On a side note – they are all using data and email marketing to drive segmented audiences to relevant events.

Aromatherapy Associates

With a range of creative ways to engage with their audiences, Aromatherapy Associates have a perfect blend of live social media events and online well being experiences that can be booked directly through their website.


Live digital events allow Mintd to connect product founders and audiences to help build awareness of new beauty products

Marc Jacobs

In any other time the team over at Marc Jacobs would be organising huge events in August 2020 they launched their new perfume “Perfect” through a virtual zoom party. A resounding success as they were able to reach a much bigger audience than they would have been able to at a live face to face event!

Bobbi Brown

Make-up master classes would usually occur in department stores. Bobbi Brown have now shifted their events online and you can join them through eventbrite.

Space NK

Space NK have invested huge effort in engaging their audiences through a whole events platform – with master classes and other events to suit all interests.

Peach & Lily

Zoom seems to a be a popular channel for many beauty brands to connect with their audiences. Peach & Lily do these really well, with email reminders to nudge the recipient to sign up and attend.


Cult Beauty

Similarly Cult Beauty run regular zoom events that connect both the brand and the consumer from the comfort of the consumers home. Audiences can ask questions and interact at scale in a way they have never been able to before.

In Summary

If you are a beauty brand and are worried about not being able to connect with audiences during lockdown then hopefully these examples have inspired you to think creatively. Going one step further, beauty brands can use their customer data to segment audiences to create even more niche events tailored to specific segmented needs and interests.