What Sephora and Ulta Know about Your Members That You Don’t

Earlier this year, three million people tried to get a ticket to a beauty expo. There were 3,000 available. They sold out in minutes.

Ulta Beauty World took over a convention center in Orlando. Sephora built a touring event that now spans five continents, selling out every single stop.

Two brands fighting for the same customer. Both betting on live experience. These are not niche happenings. They are a sign that we, as associations, cannot afford to ignore.

Please select this link to read the complete article from ASAE's Center for Association Leadership.