Ulta is going “conventional,” bringing its first trade show to San Antonio this spring. The one-day-only beauty event will feature exclusive access to top brands, founder meet & greets, live demos and the all-important swag bag.
Ulta Beauty, one of the nation’s largest specialty beauty retailers, has announced the first-ever Ulta Beauty World, an experiential beauty event debuting in San Antonio, TX, on April 26 at the Henry B. González Convention Center.
Ulta shared on its website that Ulta Beauty World will feature over 195 brand partners with “exclusive experiences and giveaways” during the event, along with expert panels and ear piercing. Attendees will also receive curated swag bags filled with “must-have” products from top beauty and wellness brands.
“We at Ulta Beauty know there’s nothing quite like the power of beauty to create, connect, and bring people together,” said Kelly Mahoney, Ulta’s Chief Marketing Officer, in a media announcement. “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.”
Some Convention Highlights
Ulta Beauty World will include:
- Meet & Greet: Guests will meet the beauty creators behind popular brands while getting VIP access to the latest beauty trends, pro-level tutorials and expert tips straight from industry-leading makeup artists and hairstylists.
- Create & Customize Beauty Goodies: At an Interactive Signature Studio, attendees will design custom beaded bracelets and keychains, personalize their own tote or cowboy hat.
- Beats, Bites & Sips: Live music from a mood-boosting DJ, refreshments from heywell and treats from Ulta Beauty mobile carts will be on hand to keep beauty queens going.
- The “Ultamate” Swag Bag: Attendees will score a BEIS Weekender Bag packed with over $1,000 worth of beauty and wellness essentials.
Does Ulta’s foray into the world of trade shows signal a coming trend—the fusion of conventional industry shows with fan conventions? Disney is certainly on board with its D23 superfan convention in Anaheim last August, featuring exclusive programming, panels, presentations and first-look merch. It could be an idea whose time has come.
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