Fill a Tote Bag with the products of your brands of BellezIn favorites it was one of the promises he made Sephora Regarding its festival Summer vibes, which celebrated on June 4 in Madrid. A promise that, to judge by the valuations of the attendees has been dissatisfied, thereby generating a communication crisis and compromising the future events of the brand.
Throughout the last weeks Sephora has been promoting the first edition of this meeting “where the best of urban music and beauty shake hands to enjoy the start of summer”, As the brand expressed in a statement. The event communicated as“ Un day full of experiences around makeup and cosmetics to discover, play, experiment and, in addition, vibrate with the best music of the moment”
The festival, which took place in the afternoon at the Zarzuela racecourse, was accessible with the purchase of an entrance of 40 euros -to the sale through Fever– And that, according to the brand publications, included a consumption and a bag to fill with gifts. The event also included activities such as photomaton, wind tunnel, food and drink foodtrucks, and concerts. In the case of Madrid were the performances of Marlena, Mygal and Andrea.
For their part, the brands present were Charlotte Tilbury, Byoma, Tarte, Yves Saint Laurent, Erborian and Isdin.
The Sepmer Vibes, who aspired to be summer ‘Beauty’ event, seems to have delivered, however, an improvable experience. Dozens of attendees have shared their assessment in social networks and digital platforms and They claim to feel cheated by the brand, And they point out that the meeting is not worth it, or for the price of the entrance, or for the gifts and experiences it offers.
“The worst event I have attended in life and the worst organization I have seen in a long time”, Says this young woman upon leaving the festival. Her video, shared in Tiktok, exceeds 509,000 views and 18,000 likes.
In another video, share the product samples that you have achieved, and expand its assessment. “It seemed like a scam. And it’s a shame because you don’t know how motivated I was, because I love Sephora“Says the young woman.”It has been horrible. The best we have done throughout the event has been to leave“
From Reason.WHY We have contacted Sephora to learn more about the development of the festival. In a brief comment to this media they point out: “We are happy with the general result of the festival and enjoy working with Faver in this event that has joined music and beauty. Customer satisfaction is our priority and we regret that for some people the experience was not of their liking, since they could not get all the samples of the brands”
From Reason.WHY We have contacted some of the brands participating in the event and we will expand the news when we receive an answer. From Erborian has declined to participate in this article.
Attendees who have shared their experiences coincide in a bad organization of the event. They stand out with their comments, and also in their videos, you wait for up to two hours to access the stands of the participating brands. You expect that later, in their opinion, they were not duly compensated since they did not receive products, but only tests, merchandising or promotional items, such as stickers or brochures, which They are not related to the beauty category that the festival was supposed to articulate.
Other attendees compare it with previous events of Sephora herself, and point out that they obtained products in those. “I feel disappointed, cheated and mocked“Says this user.”For the 40 euros that is worth the entrance I go to a Sephora yy store with the discounts that at least bought two products in mini size”
Even those that highlight positive aspects of the event, say they would not repeat the experience, at least not in the location that the festival has had in Madrid. The discontent is not directed exclusively towards Sephora, but also towards the participating brands. The attendees point out that the stands were poorly managed or that the gifts were scarce since many users, after the queues, did not receive any product.
Some of the users say, as reflected in the comments of Sephora’s publications and other attendees, They have claimed The price of their tickets both to Sephora and Faver. Some have even attended consumer organizations to raise their complaints. “I consider that the event did not comply with the promised or the expectations created, and the value received does not correspond at all with the price paid”, It is exposed in a public claim in OCU.
Among the comments of the different publications are also other issues, including the treatment of favor that brands show towards The influencers with the aim of achieving greater scope and notoriety. Attendees consider that Sephora should pay more attention to faithful customers who have paid the ticket price and have not received any product, than to celebrities who come invited.
There is also a debate about expectations Regarding events. Some users who have encountered social networks publications consider that attendees should have reduced their expectations as it is a festival, and not just a beauty encounter, and the price they have paid for the entrance.
Faced with this, others highlight the importance of rigor in communication. While every promotion tends to decorate the possible experience to enjoy, it is convenient to transfer clearly and realistically, what the event will consist of not generating frustrations among consumers that can then lead to greater reputation crises.
At a time when Brand experiences They are the great strategic bet of marketing to connect with users, all the details of it must be focused from the generation of value. From the promotional messages to the location of the event and the adequacy and number of gifts offered, each aspect must be taken into account not only for its impact on the experience, but for its long -term impact on the brand.
