Elle and Westfield's London malls link up for beauty fairground event
One of Britain’s top glossy magazines, Hearst’s Elle, is linking up with Westfield for two Beauty Weekenders this month and next at the mall giant’s London sites — Westfield London and Stratford City.
They will be full-on consumer-facing beauty celebrations with major brands taking part including Marc Jacobs, Benefit, GHD, The Body Shop and Skin Library.
The appeal for the magazine and for the brands taking part is clear as the Westfield malls are among the shopping centres in the UK with the highest visitor traffic. But the malls should also get a boost as physical spaces have been shown to benefit from special events that really engage and energise consumers, helping to encourage them away from their screens.
The aim is to create an experiential playground around beauty, including installations, pop-ups and talks in a “fairground” space. It certainly looks like there’ll be plenty going on with Marc Jacobs Beauty offering makeovers and the chance to win samples if visitors can throw hoops on target.
For those who like a traditional fairground coconut shy, the Benefit brow bar will have a game based on one. But in this case, beauty fans need to to knock Benefit props off the shelves to win a prize.
Meanwhile, there will be a wheel of fortune courtesy of The Body Shop with prizes including samples, discounts and treatments. The Natura-owned retailer will also be offering skincare consultations and makeovers.
The beauty team from Elle will also be on hand and will take part in panel talks with industry experts, as well as introducing demonstrations and masterclasses.
The event will be at Westfield London from September 27-29 and Stratford City from October 11-13.
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