L’Oréal LUXE ‘Beauty Playground’ experience pops up at Westfield London

• L’Oréal LUXE is inviting visitors to discover, play and shop four of its iconic brands in a limited edition ‘Beauty Playground’ hosted in the Atrium
• The event features new luxury experiences with Lancôme, Armani, Valentino and YSL Beauty, including personalised fragrance engraving, bottle painting and exclusive giveaways
• The event is takes place from Monday 16^th to Sunday 29^th September

A beauty and luxury retail pop-up has landed in Westfield London, hosted by L’Oréal LUXE. The ‘Beauty Playground’ will display the latest products from – Lancôme, Armani, Valentino and YSL Beauty.

Visitors will have the opportunity to explore Lancôme’s skincare diagnostics technology that scans guests skin and diagnoses any problem areas whilst providing solutions. Shoppers can also dive into Armani’s male fragrances, Valentino’s signature scents, and YSL Beauty’s vibrant makeup and fragrance collections, all in one immersive space. The experience also includes tailored beauty services including personalised makeup looks, finding the perfect foundation match with a shade finder, and discovering an ideal skincare routine with a skin profiler.

The event space includes bespoke interactive consumer touchpoints, including a customisation station where shoppers can have fragrance bottles engraved or painted to create bespoke gifts. A ‘Spin the Wheel’ activity will also give participants the chance to win a key to unlock a locker filled with exclusive L’Oréal LUXE gifts.

Westfield Rise – Westfield’s media, brand partnerships, and data solutions agency – is collaborating with L’Oréal LUXE to provide a unique retail experience that merges luxury, personalisation, and engagement. The pop-up allows visitors to fully immerse themselves in the world of L’Oréal LUXE and explore the brands’ offerings in an interactive setting. The Beauty Playground pop-up is part of Westfield Rise’s 3-year international deal with L’Oréal across centres in France, Spain, Germany and the U.S and 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.

The pop-up is open from Monday 16^th to Sunday 29^th September from 10am-9pm and can be found in the central atrium near the main entrance.

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.”