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Mecca plans interactive festival for beauty junkies

MECCALuxe cosmetics retailer Mecca is preparing for its first ever festival, Meccaland, which aims to bring together its loyal community of diehard beauty addicts and offer an interactive party experience in Melbourne next month.

“We are looking to create an immersive beauty experience similar to what you might see at a music festival – think Glastonbury or Coachella for beauty,” Mecca founder Jo Horgan told IRW.

“It is a forum for like-minded people to come together and have a great time, and it is about creating a fabulous experience they will remember. This is completely unique, it’s the first of its kind.”

Taking place over three days, the event will offer 12 interactive, ‘Insta-worthy’ sessions for customers to choose from, featuring beauty experts from 25 brands and special appearances from high-profile influencers. Meanwhile, attendees will also have access to limited-edition festival-only beauty products.

Both presale and general admission tickets for Meccaland sold out within an hour of release. Should the event prove to be a success, Horgan indicated that there could be the potential to take the festival beyond Melbourne next year.

“The in-store experience has always been the focus for us for our customers and Meccaland really is a super-sized, blown-up extension of that,” said Horgan.

“It will be fun, with a real carnival and festival feeling. Meccaland will be a playground for our beauty junkies, where they can play, learn and completely immerse themselves in the world of beauty.”

Expansion on the cards

The Melbourne-based beauty retailer recently underwent a major store redesign, with a greater focus on offering customers in-store experiences and services.

Horgan revealed that more new store openings across Australia and New Zealand are slated for the year, with the addition of more new brands.

Some of the latest updates to Mecca stores included the addition of makeup stations for up to 12 customers to attend beauty lessons, group workshops, skin consultations and makeup applications. Digital look books are also now available, offering customers inspiration for the latest trends and looks.

“Over time, the demand for services – makeup artistry and skin services – has grown exponentially and we’ve had to take this into account with new store designs which reflect a more service-orientated model,” Horgan told IRW last year.

“Customers are so savvy and informed, much of which is due to social media, and in many cases, they know what they want before they come into store, so [we need] to deliver a service that’s welcoming and inclusive but can also give them freedom to play. On top of that, the demand for services is at an all-time high and that, of course, has had a huge impact in new store design.”


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