Having launched in 2016, Glamour Beauty Festival returned to London for its second year last weekend. The event was sponsored by Fiat, which staged a 'pool party' activation, offering guests the chance to enjoy a makeover before having their photo taken in the Fiat 500 Riva. Visitors to the Fiat space could also immerse themselves in the pool party experience with DJ music, a gelato van and parasols.
Beauty brand Estée Lauder also activated at the festival, hosting the Estée Edit. The experience featured an Instagram Zone, where guests could create a moment to style, shoot and share across social media platforms. Other elements included Estée Edit play tables, where guests could learn about the brand's products; and a make-up application space, where visitors could have their favourite make-up look applied by a make-up artist.
Other brands activating at the festival included Nars, GHD, Garnier, Elizabeth Arden and Eyelure. Guests also enjoyed talks from people within the beauty industry, such as Youtube duo Pixiwoo, make-up guru Mary Greenwell and hair expert Sam McKnight. Condé Nast worked with agency Timebased to deliver the festival.
Richard Dodgson, chief creative officer and founder at Timebased, said: "It was fantastic working with Glamour once again to produce such an enjoyable and inspirational event. So many great beauty brands, a beautiful venue and brilliant speakers and we were delighted to receive so much positive feedback from both Glamour and the festival guests about the event delivery."
Last month, it was announced that Condé Nast title House & Garden would host a festival this summer to mark its 70th anniversary. In January, Glamour launched a London pop-up to bring its #ThePositivityProject to life.
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