L’Oréal
“Worth it Experience”
L’Oréal made history and launched the first-ever TikTok live stream on Piccadilly Lights as part of their biggest-ever beauty consumer event that reached 11m on social media.
In partnership with Boots, the takeover generated their best sales week ever on L’Oréal products, in the Piccadilly Circus store.
With the objective of educating consumers on the brand and building meaningful in-person connections, L’Oréal transformed Piccadilly Circus into the ultimate beauty destination.
Promoting their values on health and wellness, such as the age debate and Stand Up Against Street Harassment campaign, the global brand created a hub of digital and experiential activity that concluded with a one-of-a-kind event that saw nearly 300 social media influencers in attendance.
Throughout the week, customers enjoyed hair, skincare and makeup masterclasses attended by Rochelle Hulmes, Zara McDermott, Val Garland and Nadine Baggott, product testing and one-to-one treatments from L’Oréal experts.
Integrating one of the most unique aspects of Below The Lights, L’Oréal created the first ever TikTok shop live stream onto Piccadilly Lights.
The grand finale of Le Défilé – Walk Your Worth runway show in Paris was broadcast live on Piccadilly Lights for thousands who gathered in Piccadilly Circus to watch.
Stats
Best week ever for L’Oréal Paris in Boots Piccadilly Circus (on value sales)
Best ever social SOV for L’Oréal Paris First ever L’Oréal Paris’ Superbrand Day with Tiktok Shop, with record sales during brand’s livestream
First ever L’Oréal Paris’ Superbrand Day with Tiktok Shop, with record sales during brand’s livestream
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14m TikTok impressions
3.5k TikTok engagements
60 Tracked media mentions
72,129 Estimated article views
4k People trained on action to take against street harassment
