L’Oréal “Worth it Experience”

Client: L'Oreal

L’Oréal, in partnership with Boots UK, launched their largest-ever beauty consumer event, Below The Lights, in London’s iconic Piccadilly Circus. Over a week, the area became an immersive beauty hub, offering makeup masterclasses, wellness workshops and panel talks while also training 4,000 people on how to take action against street harassment through L’Oréal’s Stand Up! campaign.

The event seamlessly blended education, innovation and social impact, providing attendees with hands-on experiences and, in an industry first, debuting L’Oréal Paris’ Superbrand Day with TikTok Shop, live-streamed directly onto the Piccadilly Lights. This groundbreaking activation drove the best-ever sales week for L’Oréal Paris in Boots Piccadilly Circus while achieving 11m reach and 14m impressions on TikTok. The campaign’s success made a lasting impact across multiple platforms, redefining beauty events and solidifying L’Oréal’s innovation and social responsibility leadership.