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Brief Published: 24 Feb 2020

Harper’s Bazaar Magazine Launches Premium Beauty Festival

Extra
Restore, Harper's Bazaar

The US edition of Harper’s Bazaar magazine is establishing a premium beauty event, forsaking a much-marketed-to millennial audience to focus on Gen X – a group who have historically felt neglected by the beauty industry (see Beauty’s Untapped Demographic) but punch well above their weight economically (NYT, 2019).

Playing into the hot sociocultural conversation around positive ageing, the Harper’s Bazaar event named Restore takes place in New York City on May 1-2. It is aimed at an affluent consumer keen to address early signs of ageing – representative of the magazine’s Gen X-dominated readership, which (according to the magazine’s own research) owns an average of 14 anti-ageing products 

Tickets are priced at $1,350, clearly demarcating the event to be targeting a demographic with significant disposable income. Acknowledging the comparatively hefty ticket price, attendee numbers for the event are capped at 50 per day to ensure that delegates can try as many treatments as they want in a non-pressured environment. According to Harper’s Bazaar, the total value of all services on the day (if an attendee uses all services available) exceeds $10,000, while the accompanying gift bag is reportedly worth $5,000. Participating brands include New York celebrity facialist Joanna Vargas and London facial-workout specialists FaceGym.

“Harper’s is betting on the success of teen-targeted events, and shrewdly catering to the lack of similarly experiential beauty discovery and engagement platforms for Gen X – a target group largely ignored and misrepresented by the beauty industry, but one that has a deliciously high discretionary spending power,” says Lisa Payne, Stylus’ senior editor for Beauty.

See also Beauty’s Well-Ageing Warriors, Retail Meets Media, and look out for our store-focused report Building Winning Beauty Destinations, publishing February 20.

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