Beauty and brains: Clicks responds to demand for intimate educational space with annual beauty playground
The perception of how we view ourselves and show our uniqueness to the world has changed significantly. Beauty in today's world is more than just following certain guidelines - it is finally about embracing diversity in all its forms.
JOHANNESBURG - Embracing diversity in all its forms is playing a significant role in the wellness and beauty sector, with evolving educational initiatives finally solidifying the sector as being so much more than what meets the eye.
The perception of how we view ourselves and show our uniqueness to the world has changed significantly. Beauty in today's world is more than just following certain guidelines - it is finally about embracing diversity in all its forms.
For many years, the beauty industry prioritised particular skin tones, hairstyles, and facial traits in its pursuit of a limited definition of beauty. Globally, these constrained perspectives influence what is deemed aesthetically pleasing.
Consumers and influencers, however, have recently made a strong case for greater inclusion in the cosmetics industry.
Health, beauty, and wellness shop Clicks recently hosted its annual event, Clicks Beauty Playground, allowing participants to learn from reputable brand experts through masterclasses, curated panel discussions, and one-on-one interactions, to answer much-needed and often unanswered questions about the industry.
Caption (left to right): Actress and founder of Ethnogenics, Gail Mabalane; Clicks Beauty Squad member, Basetsana Peete; founder of Jems of A Natural Joan Hillman and CEO of Livalil Media and Clicks Beauty Squad member, Zahra Dada on the Clicks #Curlversations Main Stage at Clicks Beauty Playground 2024. Photo Credit: Brendan Croft Photography
Still a hot topic on social media platforms despite the event concluding four days ago, it's no wonder tickets sold out in a matter of minutes. Each guest received a goodie bag filled with more than R3,000 worth of wellness and beauty supplies.
At the Sandton Convention Centre, beauty enthusiasts were spotted setting up camp outside to be the first people inside. As beauty aficionados from all over South Africa came together to interact with celebrities and brand experts, meet industry giants, and connect with top brands, the atmosphere was electrifying.
Caption: Liz Letsoalo, founder of local hair and skincare company Masodi Organics, on the Main Stage at Clicks Beauty Playground 2024. Photo Credit: Brendan Croft Photography
Dr Melanie Van Rooy, Clicks' chief marketing officer, emphasised that beauty was for everyone.
EDUCATION AND WELLNESS
"We all worked together to create remarkable beauty experiences that give our clients a sense of empowerment and knowledge. Customers might have a well-rounded experience at Clicks Beauty Playground. We placed a lot of emphasis on educating our guests about the beauty, health, and wellness brands that Clicks offers, but the event also included top-notch entertainment with a range of artist performances, interactive activities at stands, and a completely immersive experience," Van Rooy said.
Over the two days, 4,200 people attended the event. With more than 70 stands showcasing cosmetics, fragrances, skincare, haircare, and body care products, people from all walks of life were able to experience a wide range of beauty and wellness products, giving customers options to best look after themselves.
"We had even more male attendees this year than previous events," Van Rooy stated in response to the question of what made this year's event different from previous years.
"We were thrilled to be able to serve this audience with the help of BroNation, Sorbet MAN, Legendary Barber, and Nishman, among others, because the male grooming market is expanding at an amazing rate."
Feeling the FOMO? Look out for next year's Clicks Beauty Playground and keep an eye on their socials for more.