For beauty brands trying to grow their customer base, the TikTok boom born from the COVID-19 pandemic has gone bust as of late, leaving marketing and social teams scrambling to find the best new ways to reach their audience.In an effort to evolve with changing consumer behavior and preferences, Future Beauty Labs, the parent company of Byoma, Isle of Paradise, Tan-Luxe, and Tanologist, bet big on experiential marketing this summer, hosting three activations in New York City to increase sales revenue, build awareness, and convert new loyalists. The three events centered around the theme of nostalgia and boasted arcades and games that resonated with Gen Z and millennial consumers and influencers and generated some impressive results; Isle of Paradise sales increased 124% at Sephora event locations, Tanologist social engagement increased 297%, and Byoma hit a record-breaking sales week at Target and is now listed as the top 10 skincare brand at the retailer.So, what makes experiential marketing such a memorable and effective medium for driving customer engagement, especially in the current landscape? In-person experiences and events have rebounded in the US post-pandemic, and people are ready to get back out there, be more social offline, and try new things. At the same time, the beauty and wellness industry is having to contend with historically high inflation, dwindling investor funding, and navigating a rapidly changing retail industry, causing some brands to shut down operations.Experiential marketing offers a chance to connect directly with consumers on a deeper level than what is possible online.