A Beautiful Return

Instagram and TikTok influencers come to B2B.

The Challenge

Create buzz and momentum, spike registrations and drive attendance to Questex’s returning International Beauty Show.

The Insight

We often think of beauty influencers as the product- and experience-obsessed consumers who post to their hordes of followers everyday about the latest and greatest in hair-care, skin-care, nail-care, cosmetics, and grooming. But before those products reach those influencers, these massive influencers make the industry spin. We’re talking about the hair stylists, colorists, barbers, nail technicians, makeup artists, lash specialists, and estheticians.

The Idea

Engage the beauty professional community to create a powerful sense of FOMO with a targeted influencer campaign across Instagram and TikTok.


With limited time and budget, the campaign yielded a stunningly beautiful return to the industry’s biggest event. The campaign was so successful that it become the playbook for future events – a playbook that immediately delivered for IBS/IECSC Las Vegas, which surpassed 2021 attendance by 30% with nearly 22,000 attendees.


impressions via social media and digital advertising


increase in the events’ social media followers


attendees at IBS New York