L’Oréal Paris is set to take over an iconic location in London with an immersive beauty experience, Le Défilé, designed to “inspire self-worth, build confidence, and offer the public an exclusive journey into the diverse world of L’Oréal Paris”.
Covent Garden Piazza in the heart of the UK capital will host discovery zones for make-up, hair care, hair colour, men’s grooming, and skin care, showcasing the brand’s extensive portfolio of products.
Each of the zones will feature interactive experiences for visitors, as well as highlight the brand’s commitment to science and innovation.
Taking place from 26 - 29 September, a ‘Walk Their Worth’ catwalk across the historic piazza will bring the area to life.
The initiative aims to inspire individuals to “embrace their confidence and express their unique beauty, reinforcing L’Oréal Paris’s iconic message of self-empowerment”, the French beauty giant said in a statement.
Television presenter Rochelle Humes and actress Amy Jackson Westwick are among the celebrities who will take part in panel events taking place throughout the takeover, discussing beauty, confidence, and personal empowerment.
Surprise guests are also anticipated to make an appearance, but have not yet been revealed.
A grand finale on Monday evening will see the live streaming of L’Oréal Paris Fashion Week Show, Le Défilé, directly from Paris to giant screens in Covent Garden.
The show will feature the brand’s global spokespeople walking the runway, including Bridgerton actress Simone Ashley and model Kendall Jenner, along with Hollywood actresses Viola Davis, Jane Fonda, Gillian Anderson, and Andie Macdowell.
“For the second year running, we are incredibly excited to share the world of L’Oréal Paris directly with consumers,” said Amelie Fortier-Cyr, General Manager for L’Oréal Paris UK & Ireland.
“Over the course of the weekend Covent Garden will become a vibrant hub for all things beauty with a diverse experiential line up with something for everyone to enjoy.
“L’Oréal Paris is passionate in its support for the empowerment of women and Le Defile, our Paris Fashion Week runway show, is our most iconic expression of this belief.
“Featuring a line-up of our most legendary spokespeople and this year, streamed live on the Piazza screens in Covent Garden, it is a true celebration of self-worth.”
L’Oréal’s brand cause, Stand Up Against Street Harassment, will also feature prominently, offering visitors five-minute anti-street harassment training.
The schedule and tickets for the free-to-attend event, L'Oréal Paris: Le Défilé 2025 by L'Oréal Paris, can be found on Eventbrite.