We were beyond excited to handle the PR and social media for Trafford Centre and Eldon Square during the highly anticipated Sephora openings. The energy was electric, and the results – incredible.
Bringing the Sephora magic to shopping centres
When Sephora announced its arrival at both Eldon Square and Trafford Centre, we knew these openings were going to be big, our job was to make sure everyone knew about it.
We rolled out full-scale PR and social campaign’s that raised awareness and got people talking both before and after the big day.
A trailblazer in beauty retail, known for its unique shopping experience, diverse product range and commitment to inclusivity, Sephora is not just a store—it’s a movement, these openings were going to be BIG.
When Sephora announced its arrival at both Eldon Square and Trafford Centre, we knew these openings were going to be big, our job was to make sure everyone knew about it.
We rolled out full-scale PR and social campaign’s that raised awareness and got people talking both before and after the big day.
A trailblazer in beauty retail, known for its unique shopping experience, diverse product range and commitment to inclusivity, Sephora is not just a store—it’s a movement, these openings were going to be BIG.
Queues stretched around the centres, both starting in the middle of the night – the hype was real
Working closely with the shopping centres and Sephora, we identified the perfect media and influencers and begun our campaigns.
We pulled out all the PR stops creating a wide variety of content across B2B and B2C platforms, reaching millions of users and generating thousands of engagements. Extensive press coverage included features from the BBC, social posts, online articles, and radio clips. An influencer event the night before at Eldon Square with local influencers, resulted in a huge amount of content and a reach of over 7 million.
Our content creators were onsite from the crack of dawn, capturing every moment, reels we created went viral. Sephora loved it and invited us to collaborate with them, doubling the exposure!
This led to a huge rise in footfall at both shopping centres throughout the entire retail space and enhancing the overall visitor experience.
From media buzz to viral content, these launches were unforgettable
Sephora UK managing director Sarah Boyd commented: “The opening represents Sephora’s commitment to bringing the best in beauty to diverse communities across the country, recognising the pivotal role that major regional cities like Manchester play in shaping and influencing the beauty industry landscape.”
Our results
+16%
Eldon Square footfall increase
(YOY)
+25%
Trafford Centre footfall increase
(YOY)
40m
Total marketing reach
(across both centres)
