The Ipsos Girls' Lounge Celebrates Beauty and Pampering
Jana Pijak — March 17, 2015 — Business
This year's SXSW event has outdone itself with festival lounge spaces that are more niche than ever before. In addition to the festival's GIF photo booths and emoji tattoo stations, the Ipsos Girls' Lounge has also gained attention for its female-focused concept.
CEO Shelley Zalis opened the communal space to break up SXSW's male-dominated booths in exchange for a manicure station that celebrates the power of beauty.
The festival lounge aims to boost visitors' sense of confidence and proves that women of power should never feel reluctant to express their feminine side. While SXSW is an event that supports professionals in the tech, film and music fields, it is often marketed to males but the Ipsos Girls' Lounge aims to change that.
CEO Shelley Zalis opened the communal space to break up SXSW's male-dominated booths in exchange for a manicure station that celebrates the power of beauty.
The festival lounge aims to boost visitors' sense of confidence and proves that women of power should never feel reluctant to express their feminine side. While SXSW is an event that supports professionals in the tech, film and music fields, it is often marketed to males but the Ipsos Girls' Lounge aims to change that.
Trend Themes
1. Niche Festival Lounges - Creating festival lounge spaces that cater to specific target audiences, such as females, to provide a more personalized experience.
2. Empowerment Through Beauty - Using beauty services such as manicure stations to promote confidence and empower women at events.
3. Gender-inclusive Event Marketing - Addressing the need for inclusive event marketing by offering spaces that appeal to both males and females.
Industry Implications
1. Event Planning - Festival organizers can create niche lounges to attract specific audiences and enhance the overall event experience.
2. Beauty and Wellness - Beauty service providers can explore partnerships with festival organizers to offer services that promote empowerment and confidence.
3. Marketing and Advertising - Marketing agencies can focus on creating gender-inclusive event marketing strategies to cater to a broader range of attendees.
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