Real estate company Landsec is launching a new national beauty campaign and event called "Be Your Beautiful" across six of its retail locations, including Bluewater in Kent and St David’s in Cardiff.
The event will feature beauty themed offers and giveaways, shining a spotlight on beauty, cosmetics, health and wellbeing, commencing at Buchanan Galleries, Glasgow, on 26 June, 2021.
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.
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 they 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.”
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.
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.
To sign up for early access to the scratch card machine, or to view exclusive content from RuPaul’s Drag Race UK, all details are available on the individual retail destination websites.