To help grown-up members of the public get ready to celebrate Halloween, Haribo has been having its pop-up Halloween Academy appear across the UK, making it possible for adults to get in the spirit with a full face of monster makeup.
As well as having the chance to get their faces painted, Halloween Academy provides adults with the opportunity to learn to speak like a witch, ghoul or goblin and capture the moment with a fun selfie.
With its Halloween Academy, Haribo says: "Halloween is not just for kids, so we wanted to give the adults a lesson or two to get them ready for the spooky season." This speaks to the popularity of kidult culture and the rise of experiential marketing that encourages the awakening of one's inner child.
Why This Trend Is Growing
- Experiential Halloween
- Haribo's Halloween Academy taps into the trend of experiential marketing for Halloween costumes.
- Adult Halloween
- Haribo's Halloween Academy recognizes the growth of adult-oriented Halloween festivities.
- Monster Makeup
- Haribo's Halloween Academy highlights the trend of intricate and creative makeup designs for Halloween.
Industries Being Reshaped
- Confectionery
- Opportunity for confectionery companies to tap into the Halloween market by creating unique experiences and tie-ins.
- Cosmetics and Beauty
- Opportunity for cosmetics and beauty brands to offer Halloween makeup tutorials and classes.
- Event and Entertainment
- Opportunity for event and entertainment industries to create Halloween-themed experiences for adults.
