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See it, Feel it, Live it: The Rise and Rise of Experience-first Marketing
The concept of an experience which dominated within the fashion and beauty ecosystem in the past few years has become even more popular amongst consumers, as they continue to grow wary of superficial digital-only marketing stunts. The larger crop of consumers want an immersive experience, prompting traditional marketing to take the backburner.
Elvis Kachi
March 04, 2025
It’s the year 2025. Following on projects and campaigns leading up to this point, the fashion and beauty industry has found itself in an era largely driven by experience-first marketing. Why? Well, because consumers have become so inundated with digital content, making traditional marketing tactics lose their effectiveness.
Image credit: Pinterest
Compared budgets have also been affected. According to amra & elma, traditional advertising spending is expected to increase by 0.55% in the next 12 months, while digital marketing spending is projected to increase by 13.59%.
Enter, the experience economy, where consumers now crave immersive, sensory-driven interactions that leave a lasting emotional imprint. Experiential marketing has therefore moved beyond being a niche strategy, but a necessity for brands aiming to foster deep consumer loyalty and drive organic advocacy.
Per reports by Gradient, the global experiential marketing spend was predicted to reach $128.35 billion by the end of 2024, surpassing pre-pandemic levels in a 10.5% jump that outpaces the 9.7% growth seen in 2023. In the beauty sector, alone, 84% of brands have increased their experiential marketing budgets over the past three years (38% significantly and 46% slightly), with 10%-30% of overall company budgets now attributed to events and immersive activities that enhance customer experiences.
The Shift from Products to Experiences
The modern consumer no longer shops based on necessity alone. Instead, purchasing decisions are heavily influenced by emotions, values, and personal connections with a brand. Studies show that 91% of consumers are more likely to purchase from a brand after participating in an event or experience. This shift has given rise to experiential marketing, where brands create interactive campaigns designed to engage the senses, evoke emotions, and build community.