With 47% of shoppers seeking more immersive, entertainment-driven retail options, there's plenty of demand for experiences that go beyond simple transactions - and brands that respond with engaging activations are expected to benefit from this growing trend.

“The future of beauty marketing isn’t just about selling perfect skin; it’s about selling a moment, a feeling, a story. Those who master this art will lead the industry.”

Customers can shop the brand’s limited edition Barbie The Movie make-up collection on 14 to 16 July in a ‘Pink Beach Paradise’

Online shopping is undoubtedly convenient, but there's nothing like experiencing a favourite beauty brand, or discovering a new one, in person.

Ai has seen huge developments in recent months and is now at the forefront of a lot of conversations especially in the creative industries.

FMBE put the questions to one of our 2022 agency winners, James Barnes, founder and business director, Backlash