L’Oréal LUXE has launched a luxury beauty pop-up at Westfield London, showcasing the latest products from Lancôme, Armani, Valentino, and YSL Beauty. The immersive event, called the ‘Beauty Playground,’ offers visitors a unique opportunity to explore a range of beauty innovations and services in a dynamic, interactive space.
The pop-up highlights Lancôme’s advanced skincare diagnostics technology, allowing guests to have their skin scanned and receive personalised recommendations for any problem areas. Shoppers can also dive into Armani’s male fragrance line, experience Valentino’s signature scents, and browse YSL Beauty‘s bold makeup and fragrance collections, all under one roof. In addition, visitors can enjoy tailored beauty services, including personalised makeup looks, foundation matching with a shade finder, and a custom skincare routine developed through a skin profiler.
The event also features several interactive consumer touchpoints, including a customisation station where fragrance bottles can be engraved or painted to create bespoke gifts. Adding to the fun is a ‘Spin the Wheel’ activity, where participants can win a key to unlock a locker filled with exclusive L’Oréal LUXE gifts.
In partnership with Westfield Rise, the media, brand partnerships, and data solutions arm of Westfield, the ‘Beauty Playground’ provides an immersive retail experience that blends luxury with personalisation. This collaboration is part of a 3-year international deal between L’Oréal and Westfield Rise, covering centres across France, Spain, Germany, and the U.S. The pop-up follows other high-profile beauty events at Westfield, such as the Sol De Janeiro pop-up earlier this summer, further positioning the centre as a go-to destination for luxury shopping experiences.
The pop-up is open from Monday, 16th September to Sunday, 29th September, from 10am to 9pm, located in the central atrium near the main entrance of Westfield London.
Mel Lalou, Head of Westfield Rise, commented on the collaboration: “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.”
