Paris Beauty Fest
We took Paris Beauty Fest to the screen. Two editions of Tiendas Paris' beauty festival told as content: the launch in 2025 and, in 2026, the festival turned into reels, stories and a TikTok Live, from before the doors opened.
“What worked best on our accounts was what came before the event.”
Overview
Paris Beauty Fest is Tiendas Paris' beauty festival: three days at Cenco Portal La Dehesa, with more than 60 brands in its 2025 edition.
Our job was to take those days to social media: digital communication, social strategy and content creation for Paris Beauty, before, during and after the event.
In 2025 the launch left the store and entered the feed. In 2026 the festival became content, day by day.
Execution
SOCIAL FIRST
We thought of the event from the screen: what gets announced, what gets saved and what gets shared. Every piece, a reason to come back to the profile.
BEFORE THE DOORS OPENED
Announcements, line up, useful information and calls to take part, with content made to be saved and shared. On @parisbeauty_cl the pre-event pieces earned 1,276 interactions each, versus 275 during the event.
LIVE IT, AND TELL IT
Color matching, Skin Lab, hair styling and barbering: real experiences turned into reels. The color matching reel on @tiendas_paris is the brand's most viewed.
IN VERTICAL
Reels, stories and a one-hour TikTok Live from the festival, with micro and macro creators.
Results
Paris Beauty Fest won Gold in Experiential Marketing at the 2026 Effie Awards Chile.
In 2026 the festival reached 270K accounts, up from 191K in 2025, and the vast majority of views went to positive content.
5,800
Festival attendees
9.6M
Campaign views
374
Pieces about the event on social
88%
Of views on positive content
2.8x
More views on @tiendas_paris reels
3.1x
More interactions on its reels
- 301K views on the event's most viral video, from a creator with only 3,458 followers: micro creators delivered more per follower than macro ones.
- 5.5% engagement before the event, versus 2.5% during.
- 748 shares of the line up: what's useful gets shared.
- 2.5K views and 151 comments on the one-hour TikTok Live.
The festival on screen
The reels, graphics and TikTok Live we used to tell Paris Beauty Fest.
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