L'Oréal LUXE opens 'The Beauty Playground' in Westfield London to give consumers the chance to discover, play and shop Lancôme, Armani, Valentino and YSL Beauty, through luxury experiences such as personalised fragrance engraving, bottle painting and exclusive giveaways.
The beauty and luxury retail pop-up will showcase four of L’Oréal LUXE brands – Lancôme, Armani, Valentino and YSL Beauty. Visitors can enjoy complimentary services and take part in games and competition, like 'Spin the wheel' and 'Match the Mascara', to win prizes, all in one immersive space.
The pop-up experience showcases the latest products from Lancôme, Armani, Valentino and YSL Beauty.
Visitors can get a skin scan with Lancôme’s skincare diagnostics technology that diagnoses any problem areas and provides solutions, as well as get shade matched to receive a free small sample of their latest foundation.
Shoppers can also discover the latest Armani male fragrances.
Shoppers can also dive into Valentino’s signature scents.
Guests can also get shade matched to find their perfect foundation with YSL Beauty and create personalised make-up looks.
The pop-up offers visitors the option to personalise fragrance bottles through painting or engraving at the customisation station.
A "Spin the Wheel" activity also gives participants the chance to win mini samples of either skincare, makeup or fragrances.
With any purchase made at the pop-up, shoppers will receive a key to unlock a locker filled with exclusive L'Oréal LUXE gifts. Prizes include a black or gold make-up pouch with a full-size lipstick inside.
The Beauty Playground pop-up is part of a partnership with Westfield Rise, the shopping desination's media, brand partnerships, and data solutions agency. Westfield Rise has a 3-year international deal with L'Oréal across centres in France, Spain, Germany and the US. The pop-up joins a strong lineup of beauty events at Westfield London, including this summer’s Sol De Janeiro pop-up, and further cements the centre's position as a destination for unique and high-end shopping experiences.
Mel Lalou, Head of Westfield Rise, said: "Westfield London continues to attract iconic brands to host forward-thinking activations, and L'Oréal LUXE is the latest example.
We’re excited to welcome its new Beauty Playground in our atrium. It’s packed with experiences for customers to get up close and personal with four of its leading brands in a surprising environment, which we know will prime many to go on to purchase.
The activation exactly aligns with our goal of offering unexpected and engaging retail experiences which leave a lasting impression."
When: 16 - 29 September 2024, 10am to 9pm
Where: Central Atrium,Westfield London, Ariel Way, London W12 7GF
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