How Brands Are Creating Impact Through Influencers, Wellness, and Personalization
As we saw last year, brand events have evolved beyond simple gatherings—they've become immersive experiences designed to leave lasting impressions. From influencer-focused collaborations to wellness-centered activations and personalized experiences, brands have leaned into strategies that resonate in an ever-changing landscape. These events are fostering deeper customer connections and aligning with cultural shifts toward community building and well-being.
In this blog, we’ll look back at three prominent event trends that shaped 2024, each presenting unique opportunities for brands to engage their audiences.
Image by Render Events
1. Influencer-Focused Collaborations
Influencer events have become essential for brands aiming to harness the power of social media buzz. By hosting exclusive launches, pop-up parties, and hands-on experience, brands have come to foster authentic partnerships with influencers. These events leverage content creation opportunities, offering both real-time engagement and post-event visibility.
The Revolve Festival, held during Coachella season (and at the same venue), exemplifies large-scale influencer marketing. Inviting both micro- and mega-influencers creates exclusivity and fosters aspiration, which drives engagement to a large degree. This experiential event offers activations from brands like Celsius, Supergoop, and 818 Tequila, along with photo booths, food trucks and VIP access. By aligning with Coachella, Revolve boosts visibility, follower growth, and demand for its festival-inspired collection.
Gymshark’s ‘Lift’ events are upcoming fitness-focused festivals, featuring athlete-led workout classes, meet-and-greets, on-site retail, and immersive experiences that foster community and emotional connection. Gymshark carefully selects its athletes—long-term ambassadors aligned with the brand’s values—reinforcing consistency and brand loyalty. These events generate significant social media buzz through teasers, countdowns, and real-time attendee posts, creating large-scale UGC that increases brand visibility and builds excitement for future events.
For its 15th-anniversary celebration, Taudrey hosted the #TaudreyTrip, a four-day influencer retreat in Miami, bringing together a mix of influencers with whom the brand had built prior relationships and collaborations. The retreat focused on female empowerment, friendship, wellness and personalization through activities like candle-making with Soy Delicious, a charm necklace workshop, brunch and skincare sessions with Jenn from Skin Treats. The final day aligned with Taudrey’s anniversary event, featuring activations from local brands like Aura y Alma and GStitchery. Influencers’ real-time posts, paired with Taudrey’s official announcements, boosted visibility, strengthened community ties, and showcased the brand’s values.
2. Wellness-Centered Activations
Wellness is no longer an exclusively personal pursuit—brands are making it central to their event strategies. Skincare classes, yoga sessions and eco-friendly elements are being integrated into events to align with consumer interest in self-care. These experiences allow companies to position themselves as wellness advocates, fostering brand loyalty in a more mindful way.
Tata Harper’s Beauty Class events reflect the brand’s commitment to eco-friendly luxury, with activities that match their iconic green aesthetic. Attendees engage in guided product rituals, enhancing brand loyalty by experiencing results firsthand and leaving with personalized goodies.
Alo Yoga’s workout class events foster community building by creating an exclusive atmosphere for those interested in wellness, leaving participants feeling more connected to the brand. Attendees can use Alo Yoga products—such as athleisure clothing, yoga mats, and accessories—during the sessions, which not only boosts on-site sales but also encourages organic marketing through user-generated content.
Jenn at Skin Treats hosted a “Brunch & Skincare” event in collaboration with Taudrey, introducing her brand to the #TaudreyTrip influencers for future partnerships. Sponsored by Skinceuticals, each influencer received a goodie bag filled with various skincare products and tools, including those used during the event. Brunch was held at Maman NYC in Wynwood, and it showcased the venue's aesthetic and quality service while maximizing aesthetic content creation opportunities for the participants, significantly increasing Jenn’s brand visibility and networking potential.
3. Personalized Experiences
Personalization is taking center stage, with brand events offering tailored experiences from start to finish. Whether it’s custom product bars, name-engraving stations, or interactive booths, brands are curating moments that feel meaningful and exclusive. This trend reflects a shift towards more individualized connections and building brand loyalty over time.
Soy Delicious’ Candle Bar events are a brand new feature that enhance brand visibility and connection by having guests make their own custom candle ‘from scratch’. This personalized approach fosters a personal relationship with the products and amplifies organic word-of-mouth marketing. These DIY workshops tap into the growing trends of self-care, wellness, and creativity, reinforcing the brand's luxury value. Additionally, the Mobile Candle Bar feature expands market reach by bringing the experience directly to customers and facilitating bookings for a wide range of events, further increasing visibility through collaborations with local influencers and brands.
Dibs Beauty has integrated personalized experiences at their events in alignment with their newest skin matching makeup. Their foundation, blush and bronzer are showcased at these events as a Dibs Beauty makeup connoisseur matches the tone to each individual. Furthermore, the DIBS launch events offer personalized gift bags, or even host DIY activities, such as this Miami-based event where influencers were invited to make their own cake in alignment with the ‘Baked Duo Bronzer’ launch. By prioritizing personalization and experiential experiences, Dibs Beauty not only drives brand loyalty, but increases content creation opportunities as customers are more likely to create user-generated content, resulting in real-time and post-event visibility.
Taudrey’s Permanent Pretties and personalized jewelry pieces are an evolving feature at private events, pop-ups, and partner collaborations. This activation enhances brand visibility and connection by appealing to a wider, more diverse customer base. The personalized pieces foster sentimental value, promoting brand loyalty and organic marketing. Additionally, the trend of permanent jewelry aligns with a recent focus on minimalism and personalization, while the hands-on nature of these events creates an interactive and memorable brand experience.
As we’ve explored, brand event trends in 2024 highlight the importance of personalization, community engagement, and innovative collaborations. Brands like Taudrey, Soy Delicious, and Jenn at Skin Treats are effectively leveraging these elements to enhance visibility, drive loyalty, and thrive in an increasingly competitive landscape.
If you're looking to elevate your brand through strategic social media marketing, influencer partnerships, and expert event planning, contact Roseway Collective today to see how we can help you make an impact!
