How the world’s leading beauty brands are redefining experience.
The inside story of how beauty’s most powerful brands are rewriting the experiential playbook.
From MAC to Kérastase to Prada Beauty—our newest IMPACT Report uncovers how top brands are collapsing the funnel, merging media and culture, and building ecosystems that convert emotion into measurable loyalty.
If you work in beauty, marketing, or brand experience, this is the report everyone will be quoting next quarter.
beauty’s leaders are turning activations into connected brand worlds.
The most effective activations no longer separate media, commerce, and community—they fuse them. MAC, Kérastase, and Kiko Milano all revealed one truth: the event is the funnel. Every touchpoint—retail, social, influencer, content—feeds a living ecosystem designed for re-engagement.
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" Build coherence before scale. Ecosystems outperform moments—every time."
Performance Starts With Participation
Perfection captures attention, but connection drives results.
Prada Beauty “Banana Jellies” — A two-phase seeding teased curiosity before reveal, transforming fandom into cultural currency.
Why participation is the new luxury.
Audiences aren’t spectators—they’re collaborators. The brands leading 2025 are designing for contribution, not control. From Saie Beauty’s transparent storytelling to Prada’s playful teases, participation has become the most coveted form of influence.
Influencer content creation +25.2pp | Education as an objective +20.3pp
“Each audience, creator, celebrity, and consumer co-created the experience. Everyone had their own role to play.”
— Matthew Spiteri, Kérastase
From ROI to Return on Intention
As attention fragments, meaning compounds. Top beauty brands now quantify emotional engagement as rigorously as sales. MAC, Saie, and La Rosée prove that experiential investments drive CRM growth and retention—not vanity metrics.
Social engagement +30.6pp | Advocacy down sharply
Coline Bertrand (La Rosée) attributed over €800,000 in sales to one activation—proof that experience converts.
“Technology should
serve measurement.”
— Benjamin Bernet, Bravo Sierra
“Engagement that feels human,
not automated.”
— Laney Crowell, Saie Beauty
How shared rituals are replacing traditional loyalty.
Connection is the new conversion
In a volatile world, beauty offers rare moments of stability—places where people reconnect with themselves and each other.
Community has become a brand’s true growth engine. From Bravo Sierra’s grassroots labs to La Mer’s purpose-driven dives, belonging fuels advocacy.
“A meaningful, genuine, and emotional experience [is] authentic to the brand cause or the brand DNA, not just lavish experiences.” — David Yu, Prada Beauty
Experience has moved beyond marketing—it’s the connective tissue between culture, commerce, and emotion. This report is the blueprint shaping how tomorrow’s beauty brands design, measure, and scale impact.
Because in beauty, the brands creating goosebumps are the ones creating growth.