The Biyanis are back with their upmarket fashion concept aptly titled “Broadway” with its first store at New Delhi. Recently, the store organised an interesting festival catering to the beauty and personal needs of women customers which witnessed tremendous participation.
The much celebrated ‘Shop Till You Glow’ store festival, held from November 22nd to 24th ‘2024, has successfully positioned Broadway as the go-to event for beauty lovers in the capital.
The event marked over 6,000+ people walking in. This led to a significant 3X surge in sales within the beauty category.
Vivek Biyani, Founder, Broadway said, “The ‘Shop Till you Glow’ festival at Broadway enabled our large portfolio of D2C brands to interact and connect with customers beautifully.
We plan to make this our annual IP which will give customers a taste of both established and emerging beauty brands in one space.
This helped us establish our beauty credentials and we hope to do many more such immersive experiences for our brands and customers“.
The festival featured an impressive lineup of 35+ participating brands and 100+ esteemed creators.
Additionally, the event garnered a remarkable digital reach of over 20 million, further solidifying its impact.
This three-day event combined brand discovery, interactive activities, and expert insights to reinvent beauty buying for many new-age brands- D’you, Nish Hair, Neude, Typsy, Vinci Botanicals, Charmacy, Juhst, Sereko, Derma Co, Mama Earth and more.
The attendees experienced innovative styles and products that aligned with the rapidly changing beauty industry of today.
The event highlight included ‘Experience Zones’ where participants took part in gamified sampling activities like claw machines loaded with 3000+ product samples and interactive product trials.
Face and hair makeovers, facials, and hair styling were available in the ‘Beauty on Air’ area, where visitors could sample products and find new favorites for all 3 days.
Inspiring and educating guests through lively and educational sessions on skincare and elevating beauty, the event also included masterclasses and workshops hosted by well-known makeup artist Bhumika Bhal on Day 2.
It also saw prominent beauty and lifestyle enthusiasts like Sakshi Sindwani, talking about inclusive beauty and self love.
The event concluded with Meenakshi Dutt making a surprise appearance to meet and greet with her fans.
Broadway sparked excitement among 100+ creators of all levels, fostering meaningful on-ground community connections through intimate, interactive sessions.
Broadway created excitement and drove huge on-ground sales throughout the event by presenting exclusive offers, bundles, and limited-time discounts to stimulate on-the-spot purchases.
Broadway’s Shop Till You Glow Festival proved that beauty retail can be more than just shopping—it’s an experience.
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