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What a More Competitive Event Space May Mean

Retailers moving into event space planning could change how organizations operate

What do CBS, SoulCycle and Sephora have in common?

If you guessed that all three brands announced this month that they would be moving into the events space, you’d be correct.

First was beauty brand Sephora, which on June 4 said it would host its first-ever conventionSEPHORiA: House of Beauty—later this year in Los Angeles. In a press release, the company said it would be “a first-of-its-kind, highly immersive two-day beauty event fusing high-touch physical and digital experiences unlike anything seen before.”

Please select this link to read the complete article from Associations Now.

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