In celebration of Mecca’s 20th birthday this year, cochief executive officer and founder Jo Horgan wanted to do something beyond the walls of a retail space. So she decided to throw a massive beauty party in a warehouse where Justin Bieber once held an after party.
In April, Mecca Brands hosted Meccaland, Australia’s first full-blown beauty festival. Following a week-long social media teaser campaign, Mecca went live with festival ticket sales and within the first 15 minutes, sold all 7,000 tickets, priced at 50 Australian dollars, or about $38, each. The brand enlisted five of Australia and New Zealand’s top beauty influencers to be the face of Meccaland and with their help, the social momentum continued throughout the festival’s four days — and beyond.