Despite the incredible offering, Trafford Centre’s beauty category was underperforming. Prior to the pandemic, in-store shopping accounted for up to 85% of beauty product purchases. However, since lockdown, the rise of online shopping within the sector was growing.
Beauty is best unfiltered
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.
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.
With so much to see at the event, there was something for everyone.
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 went on to win a GOLD for Best Large Integrated Marketing Campaign at the UK Agency Awards
The event was promoted through a marketing communications plan delivered through a selection of channels carefully chosen to deeply resonate with Trafford Centre’s target audiences.
Our results
100M
Total PR circulation
62%
Increase in website traffic
5K+
Direct social media engagements
