Two of the world’s most powerful beauty retailers – Sephora and Olive Young – have, within a couple of weeks of each other, announced that they are bringing their flagship consumer festivals to precisely the markets they are fighting hardest to win. This is with 55 Korean beauty and lifestyle brands, skin analysis services, a stamp rally and a mock Olive Young store at its heart. Olive Young has opened its first standalone stores in the US this yearWhen retail becomes a festivalBut beauty retailers are arriving late to this festival party. The big beauty retailers have decided that the future of market entry looks like a festival. Sephora and Olive Young are not simply importing an event; they are accelerating years of community-building in a matter of days.