10 Brand Events That Nailed the Experience (and Why They Worked)

Recently, brand events, popups, and brand activations have been all the hype.

From makeup to clothing to even new furniture launches, these have been a huge marketing strategy for different brands, whether small or big.

Most times it can help out celebrities and influencers too, reaching a unique audience who might not necessarily be fans of that particular person, but the actual content of their social media content that has been made for the event.

As social media content in marketing gains more influence, the number of these brand events will only grow in the future. In this article, we rounded up 10 brand events that nailed the experience and why they worked.

818 Tequila x Rhode Photobooth (Coachella 2025)

Rhode’s well-known photobooth was brought to the desert in collaboration with 818 Tequila. All attendees were able to insert a Rhode-branded coin and take pictures in the photo booth, as well as take a free Rhode lip tint and a mini bottle of 818 Tequila.

Although it may seem small, brand events like these are a simple way to get people excited and spread buzz, as seen by the social media content online on this pop-up alone.

To add to the buzz and authenticity of this collab, the founders, Kendall Jenner and Hailey Bieber, visited themselves, took pictures, and shot content.

Although seeing celebrities at Coachella is pretty well known, people have loved to see the friendship blossom since childhood into a brand collaboration like this. For more information and a video-style format, take a look at this TikTok!

LoveShackFancy’s Home Line Launch

LoveShackFancy is known as a clothing brand, but they have recently expanded their product line into the home decor/furniture space, and this brand event came to pair with and promote it.

The brand’s feminine identity, which has already been established, was very prominent in the event, and the new line created a great opportunity for pictures and dressing up. For more information and a video-style format, take a look at this TikTok!

SKIMS’ Holiday Party

SKIMS’ last Christmas party served as a brand event in itself, doubling as a celebration as well as a marketing campaign.

Apart from the most obvious parts of the advertising, it featured other things like stunning decor/ambiance and branded tacos for guests.

Usually, holiday parties are just used as a company-wide celebration, and this brought something different and created a lot of buzz for the event itself and SKIMS. 

Free People’s Wellness Class

Free People introduced new athleisure wear into their product line, and to promote that, people could take part in a yoga class and do other health-related activities at their event.

There were also other free things at the brand event, as well as many opportunities to take photos. This worked very well in their favor as they were able to introduce their new line while promoting healthy lifestyle habits.

Charlotte Tilbury’s Summer of Glow

Although on the simpler side of brand events, the main promotional point of this one was a special branded mirror/photo backdrop with the new product name on it, where guests could take pictures.

This event was to promote the new product, and it worked well as it created a memorable image for it. For more information and a video-style format, take a look at this TikTok!

 
Kiehl’s Bottles & Botanicals

To celebrate their new product launch, Kiehl’s hosted a brand event tying in the dermatologist and other hidden callbacks to the new product and their brand.

There were many photo opportunities, of course, and different interactive activities during the event too. It was a very different and creative event and drew a lot of attention and interaction for the company. The fun dermatologist aspect of the event created a great buzz online for Kiehl’s as well.

Too Faced Cosmetics’ Tennis Club

To celebrate and promote the relaunch of their collection, “Born This Way Matte & Blur”, Too Faced hosted a tennis tournament. Since Too Faced’s branding is based heavily on the color pink, the event followed the same while incorporating the tennis into it.

It was very different than a regular brand event and created many different photo opportunities for attendees, making it a successful event. For more information and a video-style format, take a look at this TikTok!

Estée Lauder’s Scented Soirée

To celebrate their new scent, Beautiful Magnolia, Estée Lauder hosted a pink brand event with various free items for all the attendees, such as hand-painted bottles and branded beach towels.

Unlike the last example, Estée Lauder’s brand is not based on the color pink, however, the event was, alongside the summer theme. It worked to create something to remember the new scent by, as well as a very Instagrammable experience for everyone who came.

For more information and a video-style format, take a look at this TikTok!

Benefit’s Global Mascara Launch

Taking the word “launch” very literally, Benefit Cosmetics celebrated its biggest brand launch by hosting a futuristic space-themed brand event where attendees could enjoy and take pictures at the various photo ops. The event took place in Utah, but people could tune in at home too if they were interested!

Marc Jacobs’ Daisy Love Launch Party

To celebrate their new Daisy Love perfume, Marc Jacobs held a brand event at the Santa Monica Pier. Apart from photo opportunities, there were many different things for attendees to do, such as different carnival games, ice cream, etc.

This article discovered and detailed 10 different brand events that created an amazing experience for anyone who attended.

This just scratches the surface; there have been countless brand events occurring for big and small name brands, even though it’s only been 4 months of 2025.

Stay tuned to see what the next creative and aesthetic events come through next!

✍️ Written by Saanvi Shreesha