Find Your Beauty

BRIEF

Beauty events have devolved into "closed-circuit" content sets, designed to be envied on social media, but never actually lived. In an industry obsessed with the “velvet rope”, exclusivity became gatekeeping. For dm drogerie markt Romania, elitism is the direct antithesis of their vision. Under the 2025 #justme (#fixeu) platform, dm rejected the “look but don’t touch” status quo. The mission: radical accessibility – replacing polished perfection with a trust-led celebration of authenticity and self-acceptance.

Building on the 2024 success of Press Play for Beauty (the first exclusive beauty-verse experience created by dm that turned 1K Gen Z & Y customers into creators), the challenge was to scale. We didn't just need another event, we needed to engineer a tangible experience that proved the #justme brand promise wasn't just a marketing slogan, it was a community invitation. We needed to replicate the platform and brand mission - #justme into an experience that makes you feel the promise, not just hear it.

SOLUTION

The concept of the event – Find Your Beauty – became an invitation to define, explore, personalize your own beauty, in your own terms, not the industry terms. Perfectly aligned with #justme brand mission, it didn’t promote ideals or trends, but offered access to products and expertise, in a shared and engaging environment.

Find Your Beauty 2025 transformed into one of Romania’s largest and most inclusive beauty experiences, expanding across Bucharest and Iași over four days and bringing together 24 beauty companies, 36 brands, and more than 3,350 attendees. Built around the belief that beauty should be authentic, personal, and free from the pressure of perfection, the event created a welcoming space where people could explore their individuality through interactive workshops, styling sessions, skin and color analyses, product testing, expert advice, and immersive brand activations. Demand far exceeded expectations, with tickets selling out in minutes and additional releases disappearing just as quickly, highlighting the strong connection with the community.

Supported by a fully integrated communication campaign, creator partnerships, and a custom-designed venue experience, the event shifted from driving attendance to celebrating and sharing participants’ journeys, ultimately becoming a joyful celebration of self-expression, inclusivity, and the discovery of beauty on one’s own terms.