Lookfantastic launches 'What the SPF?!' pop-up and summer campaign
Lookfantastic is launching an immersive pop-up in London later this week as part of its new “What the SPF?!” campaign.
The event will take place on 23 May, from 10am to 6pm, at 36 Eastcastle Street, showcasing SPF products from a range of brands including Beauty of Joseon, Clinique, La Roche-Posay and Heliocare.
Visitors can also expect spicy margaritas and non-alcoholic alternatives, as well as custom Ruby Loot T-shirts available for purchase and interactive photo opportunities.
Limited tickets for the pop-up will be available via Eventbrite from 19 May.
The activation follows Lookfantastic's decision, for the third consecutive year, to absorb the cost of VAT on selected SPF 30+ products as part of its wider focus on sun protection awareness and accessibility.
The initiative comes after the release of a new parliamentary report from the All-Party Parliamentary Group for Beauty, Hair & Wellbeing, which highlighted statistics around skin cancer prevention and rising melanoma cases in the UK.
According to the report, 86% of melanoma skin cancer cases and 90% of non-melanoma skin cancers are considered preventable.
The report also projects melanoma cases could rise by 9% by 2038, with more than seven people currently dying from melanoma each day in the UK.
In response, Lookfantastic says it plans to continue promoting education around daily sun protection through its “What the SPF?!” campaign, while offering at least 20% off selected SPF 30+ products throughout the summer.
Keely Gough, Managing Director at Lookfantastic, said: “SPF is a critical step in a skincare routine to protect skin health, yet awareness and accessibility challenges still exist.
"The findings from the APPG report show just how important it is that we promote education on daily sun protection and offer ways for our Lookfantastic community to support their skin health now, and into the future.”
Lookfantastic's 20% price reduction across its core SPF range is available now and will continue throughout the summer.
