L’Oréal Luxe has opened the doors to its “beauty playground” in Westfield White City featuring activations from brands including Lancôme, Armani, Valentino and YSL Beauty.
L’Oréal Luxe, the luxury beauty division under cosmetic giant L’Oréal has unveiled a “beauty playground” in the central atrium near the main entrance of Westfield White City, London.
The beauty and luxury pop-up displays the latest products from Lancôme, Armani, Valentino and YSL Beauty. Customers can explore Lancôme’s skincare diagnostics technology offering bespoke skincare solutions as well as shop from a range of Armani’s fragrances, Valentino’s signature scents, and YSL Beauty’s vibrant makeup and fragrance collections, all in one immersive space.
The event space also includes interactive consumer touchpoints, including a customisation station where shoppers can have fragrance bottles engraved or painted, and a ‘Spin the Wheel’ activity to unlock a locker filled with exclusive L’Oréal Luxe gifts.
The beauty playground pop-up is part of a three-year international deal between L’Oréal and Westfield Rise, the media, brand partnership and data solution agency under Westfield across centres in France, Spain, Germany and the USA.
Head of Westfield Rise Mel Lalou 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 that leave a lasting impression.”
No comments yet