Five Things to Know This Week
This week’s hot takes on hot topics in experiential marketing cover Hydration Officers, spine-tingling chain reactions and Beautycon University.
The ‘Class of 2026’ Gets Schooled at Beautycon University
Class was in session and campus was buzzing over the weekend—not at your typical college, but at the inaugural Beautycon University in L.A.
On Sept. 19, beauty “students” arrived at Rolling Greens to learn from some of the industry’s most influential artists, creators and brand founders across five majors (Art, Business, History, Science and Wellbeing). With a blend of hands-on masterclasses, candid chats, live demos, brand experiences and moments of discovery all on the syllabus, the event was built for learning and community connection. No sorority pledging required.
From a special appearance by Cardi B at the Grow-Good booth to a live recording of Refinery29 and eos’ “Nose Dive” podcast, Beautycon University’s programming was as varied as it was stacked.
A few standout moments: Keke Palmer, Beautycon University’s Dean of Wellbeing, led an intimate Practice by Palmer Pilates session; Sir John, Head of Class and Professor of Face, hosted two masterclasses; The Root of It All panel conversation explored the link between beauty and health; Chloe Bean presented a live signature wig-install; and Glamzilla, Dean of Art, revealed personal advice on what it takes to turn followers into a true community.
Following a full day of beauty education, Sir John hosted a Commencement ceremony, bidding farewell to students with playful “Senior Superlatives” and a final celebration of the people who brought the university to life. (Partners: Beautycon; Refinery29; Sundial Media & Technology Group; Wright Productions)
‘AHS’ Fans Scream Through 12 Seasons’ Worth of Terror in L.A.
FX has been terrifying viewers of “American Horror Story” for 12 gruesome seasons, and ahead of “AHS:13,” premiering on Sept. 24, the brand dug back through its entire catalogue to get fans hyped for the next chapter.
From Sept. 18-19 in L.A., the courageous attendees of FX’s “AHS:13” activation were dropped into a spine-tingling journey inspired by a Rube Goldberg machine. In order to keep advancing through the space and trigger a final reveal, they had to set a chain reaction in motion and make it through interactive challenges and jump-scares, with Easter eggs from all 12 installments peppered along the way.
When fans finally reached the end of the excursion, they were treated to a sneak peek of season 13 before its official debut. (Agency: NVE Experience Agency)
Treat Yoself on Vita Coco’s Mobile Sampling Tour
Vita Coco is calling all dreamers and sweet tooths. With a new “Treats” line to promote, the brand fired up the Vita Coco Treats Truck for a mobile sampling tour designed to turn each stop into a vibrant “daydream destination.”
The tour launched in Salt Lake City, UT, from Sept. 12-13, made its way to Cincinnati, OH, and will wrap this weekend in Minneapolis, with 20,000 samples expected to be distributed per market.
Consumers are invited to test out the Treats product, participate in photo ops, create accessories at a charm bar, score tote bags and temporary tattoos, and lounge in a daydream-inspired atmosphere featuring cloud seating and colorful fruit visuals.
Attendees at the first stop were in for an extra treat, as Lisa Barlow of “The Real Housewives of Salt Lake City” made an appearance to hand out samples and pose for photos with fans. Delish. (Agency: Gradient)
This Community was Named ‘America’s Most Hydrated Town’
We love a good town takeover, and LYT delivered. The hydration brand partnered with Lytle, TX, to help crown the town “America’s Most Hydrated Town” during its 75th anniversary celebration on Sept. 19.
With a focus on keeping residents’ hydration habits up to snuff, and fueling them with electrolytes, LYT integrated itself into the town’s festivities with a hydration station that served up samples of its rapid hydration and zero-sugar flavors.
The brand also enlisted a “Hydration Officer” (a character created by Cole Jernstedt), who roamed the grounds conducting faux hydration “inspections,” issued cheeky citations to dehydrated attendees, and interviewed a range of community members, all in an effort to compile enough “evidence” to earn Lytle that coveted title.
Ultimately, the experience concluded with a toast led by Mayor Ruben Gonzalez officially celebrating the “America’s Most Hydrated Town” designation, followed by a tricked-out LYT vehicle joining the community’s anniversary parade. (Agency: X-FCTR)
Sephora Choreographs a ‘Dancing with the Stars’ Sponsorship
The experiential world continues to collide with adjacent industries, and Sephora’s recent cha-cha into “Dancing with the Stars” as the show’s Official Beauty Partner is a prime example.
As the first beauty brand to be incorporated into the series, Sephora is spreading its presence far and wide. Beginning with the Sept. 15 premiere, the brand is showing up throughout season 35 with on-air integrations, custom social content and experiential touchpoints.
Highlights span branded vanity stations and glam touch-ups for audience members, a first-of-its-kind, on-set “last looks” activation for the cast, and behind-the-scenes content that gives viewers an intimate look at the routines and transformations behind some of the show’s top moments. (Let’s go, team Guillermo and Witney!) (Agency: Day One Agency)
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