Australia’s largest beauty festival Meccaland launches today in Sydney via Taboo, Melbourne

Australia’s largest beauty festival, Meccaland, is launching today in Sydney. The event, designed in collaboration with experience-led creative agency Taboo, is three times larger than the launch festival last year and is now Australia’s largest consumer-brand experience.

This year’s Meccaland features 44 of Mecca’s beauty brands and is an evolution in consumer marketing within the beauty sector. Taboo and Mecca have taken inspiration from the world’s best entertainment experiences and have designed the festival to include five immersive worlds that reflect the customer’s attitude, creativity and diversity in their self-expression of beauty.

The festival has been touted as the ‘Coachella for Cosmetics’ by global fashion bible WWD and has also been shortlisted for the internationally renowned Glossy Awards, which recognises companies transforming the fashion and beauty industries.

Says Reece Hobbins, creative director, Taboo: “Both Taboo and the Mecca team have aspired to evolve the beauty experience beyond anything done before. This means focusing on understanding what today’s “beauty junkie” truly values – not just in a brand or retail experience, but also the cultural relevancy, the entertainment & education factor, and what is actually worthy of their time.”

Says Monique Holmes, head of retail marketing, Mecca: “Providing our customers with the very best brand experiences is absolutely critical to us and Meccaland is the future of how we deliver these experiences. Taboo have always understood this and worked with us to push the boundaries of how a beauty brand behaves – not just within the beauty category but in a broader context.”

Meccaland is being staged at the Australian Technology Park at Eveleigh in Sydney and runs until Sunday 19th May.

Client: MECCA Brands
Creative Agency: The Taboo Group
Build Partner: Team Event