This year’s Essence Fest theme, “Made Like This,” inspired our immersive, multi-sensory activation, filled with touchpoints linked to cultural memories, time-honored rituals and rich nostalgia spanning generations. We invited festival attendees to enter and feel at home in a way that only happens when a space is “truly yours.”
Greeted at the door with a welcome gift of beloved products and beauty faves, our guests’ first experience was the Memory Mixtape, where they could curate our DJ’s playlist in real time, submitting songs with the rhythm, beats and sounds that shaped the vibe, their way.
Next came the Touch-Up Bar, offering a quiet, personal moment of care that meant the most to them. There were also surprise demos from founders of two Black-owned brands — Courtney Adeleye (Watch & Sea) and Janell Stephens (Camille Rose) — and pop-up experiences from celebrity makeup artists and hairstylists. The intentional curation of products in the space evoked a feeling of nostalgia, and reflected Target’s longtime commitment to community that’s at the heart of our business and brand.
Up next: The Hub — call it a dance party, call it a special niche carved out for spontaneous connection — before heading to the Blend Counter. Guests entering a fragrance experience were asked one simple question: “What’s a joyful memory you wish you could bottle up?” Based on what they shared, they were matched with one of five pre-crafted fragrances — each inspired by a different emotional theme: Family, self-care, transformation, childhood or love and friendship. While no two answers were the same, each guest left with something familiar and personal.
Our Full Circle activation wrapped up with The Polaroid Keepsake, a fun moment where our guests captured each other in group poses and candid shots, wrote notes and made cherished memories together to take with them until next year. And we closed out the weekend with a Creator Brunch — offering one more moment to connect and build relationships across our team before heading home.
This sponsorship not only reinforced Target’s purpose of helping all families discover everyday joy — it also offered a powerful opportunity to honor the beauty and power of Black women and to celebrate the community through our products, partnerships, and the ways we collectively uplift — and help shape — culture.