TikTok Shop is launching the UK’s first ever Super Brand Day in partnership with international beauty powerhouse, L’Oreal Paris and L'Oreal Groupe, with a new pop-up in London and exclusive discounts.
Super Brand Day is an exclusive takeover on TikTok Shop, which first launched in the US earlier this year, and will run from 16-21 September. It will include a series of LIVE marathon shopping events with exclusive discounts and product launches, as well as a TikTok Shop and L’Oreal Paris takeover of Piccadilly Circus in a 'first of its kind' LIVE beauty shopping event.
L’Oreal Paris will also unveil a new addition to its range of Lumi products, the Lumi Le Liquid Blush, at 60% off the recommended retail price, available first to shoppers on TikTok Shop.
L’Oreal Paris will be joined by Garnier, Maybelline, NYX Professional Makeup and Essie offering up to 60% off throughout Super Brand Day, on some of their most iconic #TikTokMadeMeBuyIt products, such as Maybelline’s Sky High Mascara and Garnier’s Ambre Solaire Super UV Niacinamide Facial SPF50+ Fluid.
L’Oreal Paris will also host a 12-hour TikTok LIVE event from 10am on 18th September that will be streamed LIVE onto the iconic Piccadilly Lights, featuring creators like Becky Morgan, Amber Turner, Stephanie Vavron and Chisom Aimee.
The public pop-up at Picadilly Circus will then be open for five days and guests can enjoy skin, hair and makeup touch-ups, try the latest products, attend ticketed talks and beauty & wellness masterclasses under £15, get expert advice from the L'Oreal Paris team, as well as receive complimentary tea and coffee at a Parisian-style café.
L'Oreal Paris will host make-up tutorials, skin diagnostic consultations, a foundation shade matching station, dry-hairstyling and virtual hair colour try-ons, a fun Photo Booth, along with a hair styling bar and live screening of Paris Catwalk (on Monday 23rd).
The free activation will also include giveaways (a full-size L'Oreal beauty product) and competitions throughout the day, such as the opportunity to win a trip to Paris to experience L’Oreal Paris’ annual fashion and beauty show, Le Défilé L’Oréal Paris.
For this pop-up campaign the brand will partner with over 300 of TikTok Shop’s top beauty creators. What makes this activation special is also its purpose: to support L'Oreal 'Stand up Against Street Harassment' campaign.
The 'Worth It Experience' will include a panel talk with Nadine Baggott, Val Garland and Mia Mauge on the age debate, as well as haircare masterclasses with Nicky Lazou and Jack Luckhurst, makeup masterclasses with Jacinta Andolini and Aarti Pai, and more.
L'Oreal has also teamed up with Boots store next door by offering a promotion: 10% off for spends over £25 and shoppers will receive a free product worth £10 if they spend over £30.
Amelie Fortier-Cyr, General Manager at L’Oréal Paris UK&I said: “We’re proud to be the brand partner for TikTok Shop’s first Super Brand Day in the UK, creating an exciting series of events for beauty creators and fans.
"So many of our products have been at the heart of massive viral trends on TikTok, with TikTok Shop and its unique LIVE shopping format helping shoppers discover, experience and purchase products all in one place.
"Now this will be brought to life at one of the most celebrated and renowned locations in London, with a line-up of incredible beauty creators showcasing new and trending products to beauty fans at Piccadilly Circus and beyond.”
Nora Zukauskaite, Marketing Director at TikTok Shop UK said: “Launching our first ever Super Brand Day in the UK with L’Oreal Paris, one of the world’s biggest beauty brands, is a testament to the growth of TikTok Shop as a leading destination for all things beauty.
"With a beauty product bought every two seconds on TikTok Shop in the UK, our marketplace’s magic formula of discovery, entertainment and creativity, continues to transform the shopping experience, helping brands reach new audiences, drive loyalty and educate fans about how to get the most out of their products. Our first Super Brand Day brings this all together in a memorable moment for L’Oreal Paris’ brands and the legion of beauty fans that love their innovative and accessible products.”
When: 19 - 22 September 2024
Where: Piccadilly Circus, London
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