L’Oréal made history and launched the first-ever  TikTok live stream on Piccadilly Lights as part of their biggest ever beauty consumer event that reached 11m on social media.

In partnership with Boots, the takeover generated their best sales week ever on L’Oréal products, in the Piccadilly Circus store.

the cHALLENGE

With the objective of educating consumers on the brand and building meaningful in-person connections, L’Oréal transformed Piccadilly Circus into the ultimate beauty destination. Promoting their values on health and wellness, such as the age debate and Stand Up Against Street Harassment campaign, the global brand created a hub of digital and experiential activity that concluded with a one-of-a-kind event that saw nearly 300 social media influencers in attendance. 

the SOLUTION

Throughout the week, customers enjoyed hair, skincare and makeup masterclasses (attended by Rochelle Hulmes, Zara McDermott, Val Garland and Nadine Baggott), product testing and one-to-one treatments from L’Oréal experts. Integrating one of the most unique aspects of Below The Lights, L’Oréal created the first ever TikTok shop live stream onto Piccadilly Lights. The grand finale was an incredible live experience, where thousands gathered in Piccadilly Circus to watch the Le Défilé – Walk Your Worth runway show. 

OUTCOMES

• ‘L’Oréal generated a total social media reach of 11m throughout the week long activation 

• The takeover reached 14m impressions and 3.5k engagements on TikTok across a 10 day period

• Best week ever for L’Oréal Paris in Boots Piccadilly Circus (on value sales)

• Best ever social SOV for L’Oréal Paris

• First ever L’Oréal Paris’ Superbrand Day with Tiktok Shop, with record sales during brand’s livestream

• 60 tracked media mentions and 72,129 estimated average views*

• Over the course of the event, L’Oréal connected with over 8000 consumers and trained over 4000 people on action to take against street harassment with Stand up

*Covers articles by the beauty trades and consumer press titles, plus mainstream coverage for Below The Lights event and Paris live stream. Meltwater, September 2024.