Olay is set to tour the UK with a pop-up experience that aims to raise awareness around UV damage.
The Procter & Gamble-owned beauty brand’s multi-stop event, called ‘The Olay Solarium’, will open in Manchester, London and Kent this July, inviting visitors into an experience that exposes “the invisible impact of UV”.
Aiming to “intercept the 46% of Brits who run errands without SPF”, claimed the brand, the pop-up experience is set to start in Manchester’s Trafford Centre shopping destination from 3 to 5 July.
Next, Olay Solarium will be held at Westfield London, Shepherd’s Bush, from 10 to 12 July, before moving to Kent’s Bluewater Shopping Centre from 17 to 19 July.
The event comes as new research from Olay reveals many consumers “still reserve SPF for typical sun moments, such as holidays and beach days, but neglect everyday exposure that happens during errands, commutes and even outdoor socialising”.
“Taking the OLAY Solarium on tour across the country lets us meet consumers exactly where everyday UV exposure happens – on the high street, during commutes and while running errands,” Therese Horgen-Southcott, Senior Scientific Communications Manager for Olay UK, told Cosmetics Business.
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“Our research shows these are the moments people most often overlook, with fewer than one in four applying SPF on cloudy days, on the way to work, or even while driving.”
Visitors to the activation will have the chance to undergo a personalised skin health analysis with tailored results.
The pop-up will also have an onsite UV camera to reveal damage beyond the human eye, with experts from the brand on-hand to help visitors select the right protection for their skin.
These experts will also explain how and when to apply sun protection, with live SPF impact demonstrations to help visualise the impact of Olay’s SPF50+ products.
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