TikTok Shop and L'Oréal Paris launch UK's first 'Super Brand Day'
TikTok Shop is launching the UK's first-ever 'Super Brand Day' in partnership with L'Oreal Paris, supported by a new pop-up in London for both creators and consumers to enjoy.
Running from 16-21 September, the event will offer a series of LIVE marathon shopping events with exclusive discounts and product launches, along with a TikTok Shop and L'Oreal Paris takeover of Piccadilly Circus in a "first-of-its-kind" LIVE beauty shopping event.
As part of this, L'Oreal Paris will be unveiling a new addition to its range of Lumi products, the Lumi Le Liquid Blush, at 60% off the recommended retail price, and available first to shoppers on TikTok.
L'Oreal Paris will be joined by Garnier, Maybelline, NYX Professional Makeup and Essie, offering up to 60% off throughout Super Brand Day on some of their most iconic #TikTokMadeMeBuyIt products.
It will also be hosting a 12-hour TikTok LIVE event on 18 September that will be streamed onto the Piccadilly Lights, featuring creators like Becky Morgan, Amber Turner, Stephanie Vavron and Chisom Aimee.
Alongside partnering with over 300 of TikTok's beauty creators, the brand will be hosting makeup tutorials, skin diagnostic consultations, and a hair styling bar at its ‘Worth It Experience’ brand pop-up.
Other activations will include giveaways and competitions throughout the day, including the opportunity to win a trip to Paris to experience L'Oreal Paris' annual fashion and beauty show, Le Défilé L’Oréal Paris.
The event space at Piccadilly Circus will then be open to the public from 19-22 September, where consumers can experience the latest products and get expert advice first hand from the L'Oreal Paris team.
It will allow visitors to access a panel with Nadine Baggott, Val Garland and Mia Mauge on the age debate, as well as haircare masterclasses with Nicky Lazou and Jack Luckhurst, makeup masterclasses with Jacinta Andolini and Aarti Pai, and more.
L'Oreal will also livestream its 'Le Défilé' runway show on Piccadilly Lights, featuring global brand ambassadors Cara Delevingne, Viola Davis, Kendall Jenner, and Andie MacDowell.
Amelie Fortier-Cyr, General Manager at L’Oréal Paris UK&I, said: "We're proud to be the brand partner for TikTok Shop's first Super Brand Day in the UK, creating an exciting series of events for beauty creators and fans.
"So many of our products have been at the heart of massive viral trends on TikTok, with TikTok Shop and its unique LIVE shopping format helping shoppers discover, experience and purchase products all in one place.
"Now this will be brought to life at one of the most renowned locations in London, with a line-up of incredible beauty creators showcasing new and trending products to beauty fans at Piccadilly Circus and beyond."
It launches in the UK following "hugely successful" Super Brand Days in the US, with E.l.f Cosmetics, Tarte Cosmetics and Benefit Cosmetics debuting never-before-seen products to millions of beauty fans on TikTok.
Nora Zukauskaite, Marketing Director at TikTok Shop UK, said: "Launching our first ever Super Brand Day in the UK with L'Oreal Paris, one of the world's biggest beauty brands, is a testament to the growth of TikTok Shop as a leading destination for all things beauty.
"With a beauty product bought every two seconds on TikTok Shop in the UK, our marketplace's magic formula of discovery, entertainment and creativity, continues to transform the shopping experience, helping brands reach new audiences, drive loyalty and educate fans about how to get the most out of their products. Our first Super Brand Day brings this all together in a memorable moment for L'Oreal Paris' brands and the legion of beauty fans that love their innovative and accessible products."
