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Conferences can create a perfect storm for brands and retailers, uniting enthusiasts and building community to amplify awareness and drive sales. But given the explosive rise in consumer-facing events, brands need to do more to stand out among a sea of competitors. L'Oréal's determination to elevate its cosmetics brand with tech at events such as South by Southwest and the Consumer Electronics Show, as well as Revolve's festival-within-a-festival at Coachella and OGX's sponsorship of Governors Ball provide a foil to the declining relevance of the product-launch strategy that many brands and retailers continue to employ, but that lacks resonance among shoppers.

This section of The Perfect Storm? How consumer brands can make the most of conferences, festivals and other events at the height of experiential retail, is accompanied by the following sections:

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