L’Oréal Paris is launching its “biggest” experiential consumer event to date in London, UK, with a focus on inclusion and empowerment.
Taking place from 19 to 23 September, the drugstore beauty brand’s ‘The Worth It Experience’ will offer ticketed masterclasses, talks, and hair, skin and make-up touch-ups.
Panel discussions will be hosted by “friends of the brand”, including TV presenter Rochelle Humes and L'Oréal Paris’s Global Director Of Make Up Val Garland.
“As a brand with an enduring commitment to self-worth, we are incredibly excited to have the opportunity to share the world of L’Oréal Paris directly with consumers,” said Amelie Fortier-Cyr, GM of L’Oréal Paris UK&I.
“In a first-of-its-kind five-day event, there will be a diverse experiential line-up with something for everyone to enjoy.”
The event concludes with L’Oréal Paris’s ‘Le Défilé – Walk Your Worth’ catwalk show at Paris Fashion Week being live streamed onto billboards in London tourist destination Piccadilly Circus.
Ambassadors Cara Delevingne, Kendall Jenner (pictured above) and Simone Ashley will walk the runway.
“L’Oréal Paris is passionate in its support for the empowerment of women and Défilé, our Paris Fashion Week runway show, is our most iconic expression of this belief,” said Fortier-Cyr.
“Featuring a line-up of our most famous ambassadors and, this year, streamed live on the famous Piccadilly Circus billboard, it is a true celebration of self-worth.”
L’Oréal Paris is also hosting a 12-hour TikTok Shop livestream on 18 September to help ramp up awareness for ‘The Worth It Experience’.
The French beauty company is the first brand to livestream a full day of TikTok content onto London’s Piccadilly Circus billboard.
A mock up of L’Oréal Paris's takeover at London's Piccadilly Circus
What education will take place during ‘The Worth It Experience’?
Garland will discuss ‘The age debate’ and embracing ageing with confidence on 19 September with beauty journalist Nadine Baggott and internet personality Mia Mauge.
Holistic facialist Mina Lee will then host two skin masterclasses on achieving a glowing complexion.
Hair education will take place on 20 September, including a heatless styling session with Nicky Lazou, founder of Lazou Hair, and slicked-back styling with hairdresser Jack Luckhurst.
Media personality Zara McDermott, social worker and beauty influencer Sanam Harrinanan, and personal safety charity the Suzy Lamplugh Trust will discuss how to ‘Stand Up Against Street Harassment’ on the same day.
On 21 September, Humes will lift the lid on the beauty industry and how it works during her ‘Inside Scoop’ panel talk.
She will be joined by celebrity booker Allegra Haines, content creator Ellise Ferguson and beauty journalist Keeks Reid.
MUA Jacinta Andolini, meanwhile, will teach consumers how to colour match correctly in her interactive make-up masterclass.
Visitors can also learn how to master the art of the perfect winged eyeliner with MUA Aarti Pai on 22 September.
Other activities across the five days include self-expression painting workshops with Brush & Bubbles and Pilates with Ionie.
Visitors can also enjoy complimentary coffee in a Parisian-style café.
Event tickets are £10 each and available to book now.
All proceeds go to the L’Oréal Paris’s charity partner StandUp Against Street Harassment.
Read more:
- L’Oréal Paris signs Indian actress Alia Bhatt as ambassador
- The most entertaining beauty brands on TikTok
- L'Oréal leads €35 million funding for French biotech firm Abolis
- Made by Mitchell on making $1 million in one day on TikTok Shop
