Landsec has announced a new beauty-themed event, ‘Be Your Beautiful’, which will run across key retail destinations within the portfolio, commencing at Buchanan Galleries, Glasgow on 26 June.
It will then move to Trinity Leeds, Bluewater Kent, St David’s Cardiff, and Westgate Oxford in the following weeks, culminating at White Rose Leeds on 31 July.
Developed exclusively by the Landsec marketing team, ‘Be Your Beautiful’ is an inclusive event to celebrate each person’s individual form of beautiful.
The two-day themed event is part of a wider campaign shining a spotlight on beauty, cosmetics, and health & wellbeing. Each location will feature a dedicated line-up of giveaways and empowerment opportunities, emphasising the values of kindness, self-care, and being true to yourself.
A giant foot-powered digital scratch card machine – that guests can play to be in with a chance of winning hundreds of prizes – and an ‘Empowerment Mirror’ featuring designs and slogans from Instagram’s popular influencer ”The Label Lady”, Jemma Solomon, will appear at the six destinations.
There will also be unique activations at Westgate, Bluewater, and St David’s, with a beauty amnesty hosted by charity The Hygiene Bank, where shoppers can donate unopened, unused toiletries and beauty products which will then be distributed to good causes in local areas.
Bruce Findlay, managing director of Retail at Landsec commented on the initiative: “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”
Exclusive content is available to sign up to, including videos and interviews with stars of RuPaul’s Drag Race UK, Tayce and Lawrence Chaney. As well as discussing their transformative make-up looks, the Queens will be discussing beauty, PRIDE, and wellbeing.