Up close and personal: L'Oréal LUXE beauty and luxury retail pop up touches down in Westfield London

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 check out Armani’s male fragrances, Valentino's signature scents, and YSL Beauty's makeup and fragrance collections.

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 on the pop-up.

This is part of Westfield Rise’s three-year international deal with L'Oréal across centres in France, Spain, Germany and the US and joins a lineup of beauty events at Westfield London, including this summer’s Sol De Janeiro pop-up.

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

Mel Lalou, Head of Westfield Rise, says: "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." 

2024 RTIH INNOVATION AWARDS

Pop-ups are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.