Unfiltered Experience, a brand new DTC beauty event

By Simon Pitman

- Last updated on GMT

Unfiltered Experience, a brand new DTC beauty event
A new beauty show targeting the fast growing Direct To Consumer (DTC) beauty industry will be launched at the end of July, in Las Vegas.

The Unfiltered Experience event​ is a new concept brought to industry professionals by award winning marketer Daniela Ciocan, which, together with beauty, also targets the wellness and ingestibles categories.

Ciocan spent 11 years developing and growing the Cosmoprof North America Las Vegas, delivering the biggest and most successful event to date in 2018, so it is only fitting that Unfiltered Experience will be held on July 26th​ and 27th​, directly before the 2019 edition of the Cosmoprof event.

A 360 appraoch to marketing

The event has been curated to provide a 360 marketing approach for brands targeting the DTC area, as well a businesses that are aiming to strengthen their social media reach with both influencers and leading media platforms.

“I've used my insights from helping build the largest beauty exhibition in the US and seeing the evolution of the beauty industry distribution with many indies going DTC, where communication to consumers on social is still being driven by social media influencers​,” said Ciocan, speaking exclusively to Cosmetics Design.

“Also the definition of beauty nowadays is more robust to include holistic wellness - savvy consumers are starting to understand the importance of a total approach to staying younger looking so we are offering a platform where they can interact directly with founders to find out about specific ingredients and connect with them in an authentic way. Lastly, beauty and art are intrinsically related and we want to spotlight cool emerging artists at our events since no industry should be living in a silo.”

A multifaceted event platform

The event platform is designed to work on a number of levels, providing insights into what is said to be a unique model creating a powerful platform aimed at delivering a variety of monetization opportunities, combined with the next generation digital technology tools to drive business.  

Referred to the event as an experiential popup, it will debut at MEET venue in Downtown Las Vegas, providing brand new product offerings, education by some of the most popular beauty influencers and networking activities designed to drive business building potential.

“Participating beauty brands will be able to connect with social media influencers to spark collaborations and opportunities to work together, as well as secure social media content,” ​Ciocan said.

 “Additionally they will be able to connect directly with consumers to capture sales and to sample attendees to build a database of leads for future sales development. Access to consumer media and B2B editors in attendance will be a plus. We will spotlight trending themes impacting the industry, having a different set of themes each year.”

A major event for the DTC business community

Unfiltered Experience will have a selection of trend focused areas to highlight products across the various categories it covers, allowing attendees to interact with brand founders, discover new products, expand their knowledge and make valuable contacts.

With an emphasis on key influencers, the event will benefit from members of The Look All Stars team, the makeover reality TV show now entering its second season, including show hosts Mackenzie Westmore and Kim Vo, along with featured talent such as megainfluencers Sadia @sadiaslayy, Alina Khan @makeupbyalinna, Anthony Elliott @anthonycuts and others.

Moving forward, Ciocan has plans to turn the event into a go to for beauty and wellness businesses pursuing the DTC model by adding even more layers to the event.

“I would like to add more resources to help attendees 'live out the best version of themselves' through access to unique services like silent disco meditation sessions as well as by adding a TASTING area where we can feature healthy foods, meal plans and functional beverages since UNFILTERED EXPERIENCE seeks to be a 360-degree beauty and wellness popup," ​said Ciocan.

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