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B&T > Campaigns > Beauty Festival MECCALAND Triples Its Size For 2019
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Beauty Festival MECCALAND Triples Its Size For 2019

Staff Writers
Published on: 17th May 2019 at 9:38 AM
Staff Writers
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Australia’s largest beauty festival, MECCALAND, is launching today in Sydney.

The event, designed in collaboration with experience-led creative agency TABOO, is three times larger than the launch festival last year and is now Australia’s largest consumer-brand experience.

This year’s MECCALAND features 44 of MECCA’s beauty brands and is an evolution in consumer marketing within the beauty sector.

TABOO and MECCA have taken inspiration from the world’s best entertainment experiences and have designed the festival to include five immersive worlds that reflect the customer’s attitude, creativity and diversity in their self-expression of beauty.

The festival has been touted as the ‘Coachella for Cosmetics’ by global fashion bible WWD and has also been shortlisted for the internationally renowned Glossy Awards, which recognises companies transforming the fashion and beauty industries.

TABOO creative director, Reece Hobbins said: “Both TABOO and the MECCA team have aspired to evolve the beauty experience beyond anything done before.

“This means focusing on understanding what today’s “beauty junkie” truly values –  not just in a brand or retail experience, but also the cultural relevancy, the entertainment & education factor, and what is actually worthy of their time.”

MECCA head of retail marketing, Monique Holmes said: “Providing our customers with the very best brand experiences is absolutely critical to us and MECCALAND is the future of how we deliver these experiences.

“TABOO have always understood this and worked with us to push the boundaries of how a beauty brand behaves – not just within the beauty category but in a broader context.”

MECCALAND is being staged at the Australian Technology Park at Eveleigh in Sydney and runs until Sunday 19th May.

Credits:

Client: MECCA Brands

Creative Agency: The Taboo Group

Build Partner: Team Event

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TAGGED: MECCA, Taboo
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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