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 convention—SEPHORiA: 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.”
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