Beauty pro division

Over the last several months, I’ve noticed more and more beauty brands announcing that they are going on tour. Of course, what better way to capture a beauty addicts attention than to lure her in with a beauty tour. I’m sure anyone who has a favorite beauty brand or just loves all beauty products in general will admit to the fun of indulging in some pampering while socializing with others who share their same love for beauty products.

Since last year we’ve seen several beauty tours make their way across the US, most only going to major cities. Last October CoverGirl promoted their new LashExact mascara by traveling to 8 US locations and giving away the mascara for free when guests turned in their department store brand. They traveled in a hard to miss purple van to generate the buzz as they traveled.

Last month Laura Geller didn’t just hold a tour, she had a cruise. On March 25th fans of Laura Geller booked their 7-night cruise on Carnival Cruise Lines and headed to the Bahamas. While on the cruise Ms. Geller gave makeup seminars. What a great way to relax while traveling with your favorite beauty brand and learning directly from the owner herself? Beginning last month and continuing into this month the Style Network has Garnier and Maybelline hitching a ride on their tour bus as they travel the country to give makeovers and promote the charity Dress for Success. Then of course, there is the BE Fan Tour traveling the country. Bare Escentuals has a cult-like following that has made them very successful and already their upcoming tour date in Chicago is sold out.

It’s obvious that the brands listed above understand that interacting with their consumers on their home turf promotes a relationship that is incapable of being established just from making a purchase at the store. Not only will it create loyalty and a buzz, but it will get the brand’s fan’s talking and doing much of the promoting for them. A happy customer, after all, is your best advertisement.

What do you think? Are beauty tours something we will see more of this year?