Ad rendering preventing in staging

Ad position: web_leaderboard_
search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
  • Shop
search
Glossy Logo
Subscribe Login
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • Shop
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
Beauty

Credo expands brand summit to include consumer-facing event

By Emma Sandler
Feb 3, 2020  •  2 min read
  • Facebook
  • Twitter
  • LinkedIn
  • Reddit

Credo is retooling its educational one-day summit for brand partners, launched as an annual event in 2019, by adding a second day for consumers.

On Feb. 8, over 30 brands including sheet-mask brand Bawdy, wellness brand Moon Juice and skin care-brand Tata Harper will host booths or offer services at Gallery 38 in San Francisco, where Credo is based. General admission tickets for the event are $45, while VIP tickets (which include a gift bag with a reported $800 retail value) are $125. The purpose of the event is to attract new customers to Credo. At the inaugural brand summit, there was a ticketed panel open to the public and new Credo customers purchased 50% of the tickets, which led to the creation of the 2020 event, said Lydia Kandel, Credo director of marketing. Credo’s 10 locations hosted 150 in-store events in 2019, but this is the retailer’s most significant event undertaking, as it expects 1,000 attendees.

“Based on the response we have seen with in-store events, we thought it was time to test them out on a bigger platform,” she said.

The event itself features five masterclasses on subjects like fragrance and gua sha facials, which will accommodate between 25 and 50 people. Beauty services like makeup application, mini facials and brow waxing will also available, and brand founder Indie Lee will conduct a fireside chat. Kandel declined to state the cost or profit of the consumer-facing event but said Credo was “breaking even.” Brand sponsorships, for its part, cost up to $2,000 depending on booth size.

Although Credo is expecting to bring in new customers, it has relied on its email database and social channels for promotion since Jan. 9, plus it’s counting on the voluntary social outreach of its brand partners.

“We’re working with brands that don’t necessarily have large marketing budgets,” she said. “We wanted to keep it authentic and focus on the services and masterclasses versus booth displays and Instagrammable moments, because we know attendees are coming to meet founders.”

“It makes sense for Credo to have a consumer-facing event because so much education is still needed. People don’t fully understand what qualifies clean beauty or the opportunities and benefits,” said Melissa Gonzalez, retail consultancy Lionesque Group CEO.

This low-key approach is part of a more significant trend to deviate from the bigger-and-bolder aesthetic established by other beauty events like Sephoria, Beautycon and Popsugar Playground. These events traditionally feature expensive booth buildouts and sponsorships, easily photographable activations and thousands of attendees. As the space has become crowded, events like Ipsy IRL, Beautycon Pop and Goop have formulated smaller and more intimate events.

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
Ad rendering preventing in staging

Ad position: web_rightrail_pos1
Related reads
  • Marketing Playbook
    How Touchland uses social media to make hand sanitizer a sell-out moment
  • Member Exclusive
    How Chriselle Lim and Vanessa Hudgens revamped and rebranded their beauty businesses
  • The Glossy Beauty Podcast
    Scotch Porter founder Calvin Quallis: ‘Beards have staying power’
Ad rendering preventing in staging

Ad position: web_rightrail_pos2
Latest Stories
  • Fashion
    Brands call for end to UK’s shopping ‘travel tax,’ as tourists choose Europe
  • Fashion
    Asics, On Running and Represent are among the fastest-growing streetwear brands
  • Member Exclusive
    Research Briefing: Farfetch reportedly exiting beauty business, as luxury shoppers spend more on luxury goods
Ad rendering preventing in staging

Ad position: web_bfu
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Threads
  • Email
About Us
  • Advertise with us
  • Digiday Media
  • Custom
  • Masthead
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2023 Digiday Media. All rights reserved.