This week L’Oréal Paris launched its biggest ever experiential beauty event in Central London: The Worth It Experience, in partnership with Boots. An industry first, The Worth It Experience five-day consumer event includes masterclasses, beauty stations and an iconic takeover of Piccadilly Lights, transforming it into a live global runway.
Taking over one of the city’s most iconic landmarks, L’Oréal Paris is bringing their pre-Paris Fashion Week show to London in a never-before-seen way. Le Défilé will livestream on Piccadilly Lights from 7:30pm (BST) on Monday 23rd September, transporting viewers right to the runway in Paris. An annual fashion show featuring global and local brand ambassadors; Le Défilé celebrates and champions self-worth, female empowerment, diversity and inclusion. Much-loved figures including Cara Delevingne, Viola Davis, Kendall Jenner and Andie MacDowell. L’Oréal Paris’ UK brand ambassador, Simone Ashley, and Rochelle Humes will also be ‘walking their worth’ in this highly anticipated event.
For five days in the build-up to Le Défilé – Thursday 19th to Monday 23rd – the space below Piccadilly Lights will host an immersive journey through the intersecting worlds of beauty, fashion and culture, The Worth It Experience. The five-day consumer event offers skin, hair and makeup touch-ups, ticketed talks and masterclasses, and complimentary coffee at a Parisian-style café. In addition, Boots, will be joining L’Oréal Paris at Le Defile in Paris to live stream content across their socials.
Tickets can be purchased for the beauty, business and empowerment masterclasses (£10 plus booking fee) here. All proceeds will benefit the brand’s charity cause StandUp Against Street Harassment.
“We are incredibly excited to share the world of L’Oréal Paris directly with consumers. In a first of its kind, five-day event open to public, there will be a diverse experiential line up with something for everyone to enjoy. L’Oréal Paris is passionate in its support for the empowerment of women and Le Defile, our Paris Fashion Week runway show, is our most iconic expression of this belief. Featuring a line-up of our most famous ambassadors and this year, streamed live on the famous Piccadilly Circus billboard, it’s a true celebration of self-worth.” Amelie Fortier-Cyr: General Manager, L’Oréal Paris UK&I
