L’Oréal Paris is marking International Women’s Day this year with an exclusive pop-up at Old Spitalfields Market, London, that highlights the brand’s long-standing belief that beauty and self-worth belong to every woman – every day. The immersive experience also shines a spotlight on women aged 55 and over, a group often overlooked in beauty campaigns.
The activation draws on the spirit of L’Oréal Paris’s iconic “Because You’re Worth It” message, first introduced in 1971. Across the experience, the brand explores ideas of confidence, self-expression and visibility through a series of activities taking place across the space. The campaign places particular focus on celebrating mature women, whose presence in beauty advertising remains strikingly limited, despite the experience and influence that comes with their age. As part of the wider initiative, ambassador Gillian Anderson will also share her own reflections in the brand’s “Lessons of Worth” series.
Visitors can expect a series of exciting experiences throughout the space. Guests can personalise a lipstick with a bespoke engraving, enjoy freshly-made crêpes will be served while visitors explore the installation, and take a snap in the retro photobooth. There will also be an extra special postcard station, where L’Oreal Paris will be posting out messages written by guests to a woman who has inspired them.
The pop-up will run for three days at Old Spitalfields Market in East London. Visitors can find it at 16 Horner Square, London E1 6EW. Opening hours are Friday 6 March from 12pm to 7pm, Saturday 7 March from 10am to 6pm, and Sunday 8 March from 10am to 5pm.
Entry is free, though visitors are encouraged to register in advance due to limited capacity and first-come access on the day. You can book your tickets and find out more about the pop-up right here.
