In Pictures: L'Oréal LUXE brings The Beauty Playground to Westfield London

L'Oréal LUXE has installed The Beauty Playground in Westfield London inviting shoppers to immerse themselves in some of its biggest brands via interactive experiences such as skincare diagnostics and fragrance bottle personalisation.

The pop-up experience runs until 29 September and showcases the latest products from Lancôme, Armani, Valentino and YSL Beauty.

The Beauty Playground is part of a collaboration with Westfield Rise

Shoppers can identify any skin concerns, and find the solutions using the Lancôme skin diagnostics technology, be matched to their perfect foundation and create personalised make-up looks with YSL Beauty and experience the latest fragrances from Armani and Valentino. Fragrance bottles can even be personalised through painting or engraving.

Fragrance bottle personalisation

A "Spin the Wheel" activity also gives participants the chance to win a key to unlock a locker filled with exclusive L'Oréal LUXE gifts.

The experience has been created in partnership with Westfield Rise, the shopping desination's media, brand partnerships, and data solutions agency. The Beauty Playground pop-up is part of Westfield Rise’s three-year international deal with L'Oréal across centres in France, Spain, Germany and the US and joins a strong lineup of beauty events at Westfield London, including this summer’s Sol De Janeiro pop-up, and further cements the centre's position as a destination for unique and high-end shopping experiences.

Creating personalised make-up looks

Mel Lalou, Head of Westfield Rise, said:  "Westfield London continues to attract iconic brands to host forward-thinking activations, and L'Oréal LUXE is the latest example. We’re excited to welcome its new Beauty Playground in our atrium. It’s packed with experiences for customers to get up close and personal with four of its leading brands in a surprising environment, which we know will prime many to go on to purchase. The activation exactly aligns with our goal of offering unexpected and engaging retail experiences which leave a lasting impression."

The Beauty Playground is located in the central atrium of the West London mall and runs daily from 10am to 9pm until 29 September.