Landsec has announced Be Your Beautiful, a unique beauty-themed event running across 6 of its key retail destinations designed to celebrate each person’s individual form of beautiful. 

Developed by the Landsec marketing team, the two-day themed event features beauty-themed offers and giveaways and empowerment experiences, emphasising the values of kindness, self-care and being true to yourself.

The events are part of a wider campaign by Landsec that aims to shine a spotlight on beauty, cosmetics, health and wellbeing.

Bruce Findlay, Managing Director, Retail at Landsec, says: “This is a fantastic initiative that brings together the power of our brand partners along with our expertise in curating events that provide our guests with an experience that can’t get elsewhere. It’s a win-win for our brand partners, our guests and the community in which we operate. Through this type of activation, we’re creating a platform for our brand partners to thrive, and extending the role that our centres play in the lives of our guests.”

Be Your Beautiful commences at Buchanan Galleries, Glasgow on 26 June. It will then move to Trinity Leeds, Bluewater Kent, St David’s Cardiff, and Westgate Oxford in the following weeks, culminating at White Rose Leeds on 31 July.

A giant foot-powered digital scratch card machine that guests can play for the chance to win prizes, and an ‘Empowerment Mirror’ featuring designs and slogans from Instagram’s popular influencer ”The Label Lady”, Jemma Solomon, will appear at the six destinations.

There will also be unique activations at Westgate, Bluewater, and St David’s, with a beauty amnesty hosted by charity The Hygiene Bank, where shoppers can donate unopened, unused toiletries and beauty products which will then be distributed to good causes in local areas.

A host of exclusive content created to support the event is available to sign up to via the individual retail destinations’ websites. Content includes videos and interviews with stars of RuPaul’s Drag Race UK, Tayce and Lawrence Chaney. As well as discussing their transformative make-up looks, the Queens will be discussing beauty, PRIDE and wellbeing.