Despite the incredible offering, Trafford Centre’s beauty category was underperforming. Prior to the Covid crisis, in-store shopping accounted for up to 85% of beauty product purchases. However, since the pandemic, the rise of online shopping within the sector was growing.
Our challenge was to bring shopper footfall back into the centre and to reinstate the awareness of beauty tenants, with the ultimate goal of increasing sales. Additionally, there had not been any large scale events within the centre since 2019, so it was keen to re-launch this live element and also begin to raise awareness of its ESG credentials through inclusive and integrated marketing campaigns.
Trafford Centre welcomed back in-centre events with the Beauty Unfiltered event lasting three days, which included two pop-up stations giving customers the opportunity to speak with skin and beauty experts, watch demonstrations and receive product advice from some of the centre's retailers.
The centrepiece was an empowering 10-minute beauty show performed by the glamorous Globe Girls and the impactful ‘beauty tribe’, to entertain and uplift the public. Additionally, as the event was held in the run up to Eid, we chose to incorporate Bollywood dance performers, harpist shows and offer free Henna tattoos to visitors. Not to mention, the whole event was supported by national breast cancer awareness charity, CoppaFeel!
The event was promoted through a marketing communications plan delivered through a selection of channels carefully chosen to resonate deeply with Trafford Centre's core target audiences.
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