The event
On 2-3 November 2024, The QEII Centre was the host venue for the third edition of The Beauty Beat, the UK’s only luxury beauty event dedicated to Women of Colour and Black beauty. It was also the largest and most impactful iteration of The Beauty Beat to date, welcoming over 2,300 attendees across the weekend.
Meeting the needs of a growing event
The rapid growth of The Beauty Beat necessitated a move from its original venue to a larger, centrally located space.
The QEII Centre’s adaptability, facilities, and expert support provided the ideal blank canvas for The Beauty Beat’s bold vision. In addition, the venue’s reception and Churchill, Pickwick and second-floor event spaces met the requirements for a modern yet welcoming aesthetic and provided an ideal blank canvas for Beauty Beat’s bold vision.
A collaborative planning process
The complexity of The Beauty Beat—featuring a two-day programme of influencer and celebrity speakers, alongside an exhibition of more than 20 beauty brands—required a collaborative approach. Transforming the venue into a ‘haven for Black beauty’ involved significant branding efforts, including custom signage and décor.
The Beauty Beat team worked closely and collaboratively with Emilie Graham, Event Manager at The QEII Centre to develop and build out the event. Beauty Beat’s Founder, Donna Dia, also praised the team’s willingness to explore alternative solutions when necessary.
Commenting on her experience Donna said: “Throughout the planning process I shared a lot of information with the venue team, which was processed and organised efficiently. I found the planning to be very easy, which takes a significant amount of pressure off when you’re organising an event for the first time at a new venue.”
Emilie Graham, Event Manager, The QEII Centre said: “Being part of The Beauty Beat’s journey was truly inspiring. It’s not every day that we get to host an event with such a strong purpose and vibrant vision. Our team worked closely to ensure every detail, from the layout to the logistics, supported the unique identity of the event. It was a wonderful challenge, and seeing everything come together so beautifully was immensely gratifying.”
In addition to the look and feel of the event, The Beauty Beat also required a lot of logistical planning. More than 20 exhibitors delivered products to the venue, including 7,000 lipsticks and hundreds of pallets of goodie bags.
Reflecting on her experience, Donna said: “The QEII Centre’s security and operations teams managed these complexities with professionalism and common sense, with their efficient handling of deliveries ensuring a smooth process, turning what could have been a logistical bottleneck into a streamlined operation.”
Design and technology
Transforming The QEII Centre required innovative use of design and technology. Custom-made branding elements, LED light installations, and vinyl coverings created a visually immersive experience. The venue’s in-built lighting systems, with customisable settings, amplified the event’s aesthetic while reducing costs.
With a long history of working with the same AV company, Donna embraced the opportunity to discover the expertise of QEII Live, the venue’s in-house audiovisual and event IT team.
Donna said: “At first, I was incredibly nervous and quite resistant to this change, but the efficient and expert knowledge from both Bruno and Roman from the QEII Live team put me completely at ease and everything was skilfully handled across the weekend. We were also still able to work alongside my existing AV company.
“QEII Live’s efficiency, their commitment to getting it right and to delivering exactly what we’d agreed upon in the planning process was second to none. Myself, my Director of Programming and the whole team were incredibly impressed with the end result.”
Bruno Siu, Audio Visual Project Manager, QEII Live said: “We approached The Beauty Beat with a focus on delivering an innovative and dynamic technical solution that matched the event’s bold character. Collaborating closely with Donna, we understood her trust in her long-time AV company, and we worked to complement their role seamlessly. By combining our expertise with theirs, we ensured the audiovisual elements not only supported the event’s needs but also elevated the experience for attendees. It was a privilege to contribute to such a vibrant and groundbreaking event.”
Record-Breaking Results
The Beauty Beat 2024 achieved outstanding results, particularly in its social media impact, reaching over 36 million people and generating more than 212,000 unique engagements. Attendees contributed over 1,300 bespoke content pieces, further amplifying the event’s visibility and influence.
These achievements highlighted the synergy between The Beauty Beat’s vision and The QEII Centre’s capabilities, showcasing the transformative potential of strategic venue collaboration.
Testimonials
Donna Dia, Founder, The Beauty Beat said: “”Beauty Beat 2024 exemplified the transformative potential of The QEII Centre. The venue’s world-class facilities, adaptable team, and collaborative approach allowed us to deliver an event that truly celebrated creativity, community, and excellence. From the seamless planning process to the stunning transformation of the space, the QEII Centre enabled us to bring our vision to life in ways we never imagined. It was an extraordinary experience, and we couldn’t have asked for a better partner.”