GLOW - The Beauty Convention

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The GLOW - The Beauty Convention (since 2017 by dm, short GLOW by dm) in Europe takes place twice a year in major German cities. It is aimed at teenagers and young adults of Generation Y and Z .

history

Behind the GLOW beauty convention series is Shine Conventions GmbH, a subsidiary of The Social Chain AG (TSC AG, formerly Glow Media Group GmbH) based in Berlin, Manchester, London, Los Angeles and New York. The GLOW took place for the first time on January 30, 2016 in the Jahrhunderthalle in Bochum. The GLOW concept of brands, live entertainment and influencers and their reach has since developed into the first beauty and lifestyle convention in the B2C sector in Europe.

Since the end of 2017, GLOW has been cooperating with the drugstore company dm , which complements the convention as a partner and title sponsor.

On November 4th and 5th, 2017, GLOW by dm took place for the first time over a weekend. Since then, the convention has been held every six months on two days in German metropolitan regions. National and international beauty stars and experts such as NikkieTutorials, Dagi Bee , Stefanie Giesinger , Boris Entrup , Judith Williams as well as influencers such as Lisa and Lena , Mrs. Bella and Paola Maria were guests of the event.

Approx. 80 beauty and lifestyle brands from industry as well as start-ups from the scene are exhibition partners of GLOW by dm .

While an average of 5,000 visitors attended the convention in Bochum, Stuttgart, Hanover and Berlin in 2016, around 17,000 guests were recorded in Dortmund in 2018.

In January 2019 the first GLOW by dm Austria took place in Vienna.

Shortly afterwards, the next convention in Stuttgart followed in March, with over 20,000 visitors on site. With over 90 brand stands and over 200 online and TV stars, this was the largest convention to date.

On March 10, 2020, the Glow, which was to take place on April 4 and 5, 2020 in Nuremberg, was canceled for the first time due to the coronavirus epidemic .

concept

The GLOW by dm is an end consumer fair that takes place twice a year in major German cities. The concept is a mix of live experience, entertainment event and presentation area for partners from the cosmetics and beauty industries. Panel talks, live tutorials and music performances take place on several stages. There are also individual stand concepts from around 80 exhibitors on site. The concept is supplemented by a meet & greet option, where visitors can meet their online stars personally. A wide-reaching online and social community strategy is continued offline. Over 200 influencers with high reach complete the concept.

Current and previous events

2016

2017

  • November 4th and 5th, STATION Berlin
  • May 13th, Areal Böhler in Düsseldorf

2018

  • October 27th and 28th, STATION Berlin
  • March 10th and 11th, Westfalenhallen in Dortmund

2019

  • January 26th, exhibition grounds in Vienna
  • March 30th and 31st, exhibition center in Stuttgart
  • September 21 and 22, STATION Berlin

Individual evidence

  1. ↑ PRESS RELEASES - GLOW . In: GLOW . ( glowcon.de [accessed June 19, 2018]).
  2. ↑ Shine in the Ruhr area: GLOW by dm lets Dortmund shine - GLOW . In: GLOW . ( glowcon.de [accessed June 19, 2018]).
  3. ↑ GLOW by dm goes Austria: Vienna shines as the first international host. Retrieved April 8, 2019 .
  4. ↑ More than 20,000 visitors to the largest GLOW by dm of all time. Retrieved April 8, 2019 .

Web links