What is the ROI I should expect from participating in an EVR/WELL popup?

ROI is a word founders love to use when measuring the success of their efforts, but often times the qualifying result that matters most to them is sales. But sales are not always guaranteed in short-term retail activations.

We encourage brands to set realistic expectations for any popup experience. Partnering with EVR/WELL means a unique opportunity to spread awareness for your products, build recall with your brand name, and allow people to test and swatch your product, which is all valuable. That is what our popup was created for, and we don’t think there is a better short-term way to get offline and in front of consumers, collect feedback, and offer a face-to-face experience with your range.

Being a part of our popup means having a physical presence without the cost or commitment of a physical space, and for any indie brand that is a huge win. Sales are an outcome for many, but we always tell brands to remember…Exposure comes before a Sale, people can’t buy what they can’t see, so how are you being discovered today?

I am direct to consumer only, I don’t want to sell wholesale. Is EVR/WELL still appropriate for me?

EVR/WELL is first and foremost a retail experience. Our pop-up was created to offer a temporary physical space for global beauty founders who wish to establish a presence with consumers beyond their dot.com.

Pop-ups offer a level of flexibility that is especially valuable to online-based businesses or brands seeking to expand their reach, which we know is a goal for most. By offering a limited-time, one-of-a-kind experience to discover what is new in beauty we have an opportunity to engage with customers in the physical realm and cut through the paradox of choice online.

As we all know beauty remains a category that consumers want to TRY before they BUY, unless they have a relationship with the brand already, making pop-ups a valuable awareness and sales tool.

I don’t have to attend this pop up in person, correct? Why don’t you have founders there?

Yes you are correct. EVR/WELL is a retail event not a trade show. Here you will not be present, just like you wouldn’t be if Detox Market or Bloomingdales stocked you. We are using EVR/WELL as an opportunity to present products in the same way a consumer or trade member would experience them in a store environment.

We believe that presentation matters and when you can create a physical touchpoint that feels authentic to what attendees are used to it helps them view the brand as an equal to other notable brands they discover in-store. We want to help cement these products as prepared partners to the trade, and legitimate solutions for consumers.

I am not based in the USA is that a problem? I want to expand my footprint to the US.

As a part of our curation process, we always look to include international beauty brands. One reason is their formulations are often very different for what we find in the US market and diversity in ingredient base is important to us. The second reason is variety is the spice of life, and if we are committed to introducing the best and brightest in beauty, it makes sense we have to reach beyond the confines of the United States and include international creators.