ABOUT

Planning: objectives and strategic approach

L'Oréal Paris launched "The Worth It Experience," a week-long immersive event at London's Piccadilly Circus, specifically at Landsec's Below The Lights Venue in collaboration with Ocean Outdoor, Backlash Creative, EssenceMediacom & McCann. The campaign aimed to deepen customer engagement and address critical societal issues, including ageism and street harassment.

The primary objectives were:

Enhancing brand engagement: Providing interactive experiences to strengthen connections with consumers.
Raising awareness on social issues: Focusing on age inclusivity and combating street harassment through educational initiatives.
Boosting sales and digital presence: Leveraging platforms like TikTok Shop for product promotion and partnering with key retailers for seamless shopping experiences.
Success metrics included social media reach, event attendance, sales figures and media coverage.

Execution: creative excellence and innovation
The event transformed Piccadilly Circus into a dynamic beauty destination - created by Backlash, a full-service creative experiential marketing agency. The multi-sensory experience combined education, entertainment and purpose.

Key components included:

Masterclasses: Attendees participated in sessions led by industry experts, covering topics such as skincare routines, hairstyling techniques and makeup application.
Panel discussions: Notably, "The Age Debate" panel addressed evolving beauty standards and the impact of age on beauty perceptions, promoting inclusivity and celebrating beauty at every life stage.
Personalised consultations: L'Oréal skincare experts provided individualised skincare analyses and tailored product recommendations, enhancing the personalised experience.
Wellness workshops: Activities such as Mat Pilates classes focused on enhancing core strength, posture and flexibility, followed by nutrition Q&A sessions offering expert tips on optimal health.
Stand Up Against Street Harassment campaign: In collaboration with organizations like The Suzy Lamplugh Trust, sessions educated attendees on responding to harassment, empowering them with practical tools and knowledge.
Grand Finale – "Le Défilé – Walk Your Worth" fashion show: The event culminated with a live stream of L'Oréal's fashion show from Paris onto Piccadilly Lights, drawing thousands of attendees and reinforcing the brand's empowering message. This innovative approach marked the first-ever TikTok Shop live stream on the iconic Piccadilly Lights, seamlessly merging physical and digital retail experiences.
Results: outcomes and effectiveness
The campaign delivered significant results:

Social media impact: Achieved a total reach of 11 million across social platforms, with 14 million impressions and 3,500 engagements on TikTok alone during the campaign.
Retail success: The partnership with Boots led to the Piccadilly Circus store's best-ever sales week for L'Oréal products, demonstrating a direct connection between the experience and customer behavior.
Community engagement: Educated over 4,000 individuals on how to respond to street harassment and delivered a meaningful and unforgettable experience to over 8,000 attendees through various activities.
Media coverage: The activation generated 60 tracked media mentions with over 72,000 estimated average views, amplifying the brand's message.
By integrating creativity with purpose, "The Worth It Experience" not only met but surpassed its objectives, reinforcing L'Oréal's position as a leader in both experiential marketing and fostering meaningful consumer connections.

“I am thrilled to share the outstanding success of L'Oréal Paris UK & I's recent campaign, where we pushed the boundaries of marketing with industry-firsts at Piccadilly Lights and Below The Lights. Aligning with our brand strategy to inspire and empower through beauty, the campaign highlighted our commitment to diversity and innovation.

The Worth It Experience set a new industry benchmark. Ocean’s expertise in high-impact out-of-home advertising ensured maximum visibility, while Landsec’s Below The Lights venue provided the perfect environment for Backlash to build our largest-ever experiential event and bring innovation with the first-ever TikTok livestream. This collaboration seamlessly bridged physical and digital spaces, exceeding our campaign goals, and transforming brand engagement.

In addition to the activation, we proudly championed social change through our Stand Up initiative, training over 4,000 individuals on combating street harassment, reflecting our commitment to responsibility and community well-being.

The Worth It Experience reached over 11 million people on social media, leaving a lasting impact on both the public and a broader conversation. Additionally, we achieved the best sales week ever for L’Oréal products at our retail partner, Boots Piccadilly Circus. We are incredibly pleased with the connections we've forged, social change we've driven, and the results achieved.” - Fred Bustamante, Senior Product Brand Manager at L’Oreal