Landsec to host unique beauty event at six UK retail destinations
Landsec is launching a new beauty themed event called ‘Be Your Beautiful’ which will run across key retail destinations within its shopping centre portfolio.
Kicking off at Buchanan Galleries in Glasgow on 26 June, it will then move to Trinity Leeds, Bluewater Kent, St David’s Cardiff and Westgate Oxford in the following weeks before arriving at the last destination of White Rose Leeds on 31 July.
Developed by the Landsec marketing team, the two-day event is part of a wider campaign that aims to shine a spotlight on beauty, cosmetics, health and wellbeing.
Bruce Findlay, managing director of retail at Landsec, said: “This is a fantastic initiative that brings together the power of our brand partners along with our expertise in curating events that provide our guests with an experience that can’t get elsewhere. It’s a win-win for our brand partners, our guests and the community in which we operate. Through this type of activation, we’re creating a platform for our brand partners to thrive, and extending the role that our centres play in the lives of our guests.”
Shoppers at each of the destinations will be able to use a giant foot-powered digital scratch card machine that will offer the chance to win hundreds of prizes. There will also be an ‘empowerment mirror’ featuring designs and slogans from Instagram’s influencer ”The Label Lady”, Jemma Solomon.
In addition, Westgate, Bluewater, and St David’s will all be holding a ‘beauty amnesty’ hosted by the The Hygiene Bank charity, where shoppers can donate unopened, unused toiletries and beauty products which will then be distributed to good causes in local areas.
There will also be a range of exclusive content available to sign up to, including videos and interviews with RuPaul’s Drag Race UK stars Tayce and Lawrence Chaney.
