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.