It might sound a little dramatic, but everyone should take a minute to bow down at the feet of Mecca, Australia's biggest beauty retailer. For almost two decades Mecca has been satiating the Australian public with concealers, moisturisers and serums (oh my), while continually nailing and evolving their own brand, creating a cult following leagues ahead of their competitors in both the antipodean and inertnational beauty market.
For the last two years, Mecca have hit customer-experience highs with their brand activation/beauty-addict paradise, MECCALAND. Filled to the brim with all of Mecca's much-loved in-store brands, Meccaland provides a truly magical consumer experience that has set everyone from consumer to supplier on fire with excitement.
It's the event of the beauty-cults calendar and it didn't happen by accident.
A combination of both influencer content, utilising supplier audiences and limited tickets all contributed to the hype. Mecca as a brand has always been big on collaboration and utilising the strength of its brands to build consumer loyalty, so it's no surprise the combined power of Mecca and it's suppliers pulled the crowd it did.
The other hype-generator is the branding of the event itself. From the design of the website, social media, articles, tickets and invitations, the event created a picture of pure euphoria, high energy and general fun, perfectly tailored to Mecca's millennial audience.
It's an Instagram dream
If you're a brand with a millennial or Gen-Z audience, Instagram is a gold mine of brand awareness and consumer-generated content. Mecca new this well before MECCALAND and have used it as a strong marketing tool while also taking on brands that subscribed to this social media strategy as well. As a result of this collective social strength, MECCALAND's consumer experience was full to the brim of snap-happy moments which included oversize make-up, beauty jail mug shots, trampolines, light tunnels, pillow fights, personalised products and even rides on a MeccaMaxima-branding ferris wheel (for those of you playing at home, MeccaMaxima is diffusion stores).
You can see from the collection below the event wasn't shy of it's social media traction and in turn has created even more hype for next years event.
Take @frankbod for example, a coffee scrub brand that has built a huge following from consumer-generated content on social media and a longterm brand of Mecca's. They've witnessed and benefitted from the power of social media first hand, so to create a consumer experience worthy of both theirs and Mecca's social following was no easy feet.
It champions their brands
While the festival is a Mecca-hosted event, the brands that exhibit are given a chance to be apart of something special. While no doubt there's a hefty fee to be apart of MECCALAND, the opportunity to be apart of something much larger than themselves is an invaluable experience for the beauty companies, something that might not of been available to them without Mecca's event. Furthermore, it strengthens the bonds between supplier and retailer and creates a cult following of it's own in regards to being a brand that stocks in-store. By getting in with Mecca brands know that their product is amongst a special kind of community.
Next-level customer experience
"The five immersive worlds of #MECCALAND have now been revealed and they’re teeming with large-scale installations, never-before-seen-product and free samples galore. Popstar Park is a total playground for beauty junkies; City Of Lights is a major makeup metropolis; The Queendom is where you live your best life; The Wildflowers is where you set your beauty bohemian free; and Temple Of You is a retreat for your mind, body and soul. There’s something for every one of your makeup moods and we can’t wait for you to explore. This is a real choose your own adventure type of thing, so this map will come in real handy when you’re lost in beauty heaven." explained Mecca.