Beauty & skin care brands increase experiential marketing budgets amid industry shifts



A recent study conducted by experiential marketing firm Gradient Experience highlights a current evolution in the beauty and skin care industry, with 84% of companies reporting an increase in their experiential marketing budgets over the last three years. This growth underscores the evolving marketing strategies within the sector, as brands strive to engage consumers through immersive, memorable experiences rather than traditional advertising.

Gradient Experience’s Oudin attributed this shift to changes in media consumption, particularly the ways in which younger audiences consume content. “The media landscape has transformed, especially in reaching younger audiences,” she said.

“They’re glued to their social feeds, [but] what catches their eye? Experiences shared by influencers and engaging content like unboxings and makeup tutorials. That’s the new advertisement.” The ability to create shareable moments that resonate emotionally with consumers has become a critical component of modern marketing strategies for beauty brands.

Increased budgets and strategic focus on experiential marketing

The study reveals that beauty and skin care companies are dedicating a significant portion of their marketing budgets to experiential initiatives. According to Gradient, two-thirds of surveyed companies allocate between 10-30% of their marketing budget to experiences and events, and a quarter allocate even more than 30%.

“The experiential era allows beauty brands to connect with their consumers on a deeper level—creating stronger brand affinity and engagement,” Oudin explained. This shift toward experiential marketing reflects the industry’s focus on building deeper emotional connections with consumers.



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