TikTok Shop has launched the UK’s first ‘Super Brand Day’ in partnership with beauty giant L’Oréal. Running from today until 21st 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’Oréal Paris takeover of Piccadilly Circus.
Super Brand Day is an exclusive takeover on TikTok Shop, which first launched in the US earlier this year. For the first event in the UK, the social media firm is teaming up with L’Oréal Paris and other beauty brands in the L’Oréal group, offering exclusive discounts to the growing community of beauty followers on TikTok.
L’Oréal Paris is using the event to unveil a new addition to its range of Lumi products, the Lumi Le Liquid Blush, at 60% off the recommended retail price, and available first and exclusively to shoppers on TikTok Shop. Special bundle prices for TikTok favourites will also be available on sale during the event.
L’Oréal Paris will be joined by Garnier, Maybelline, NYX, and essie, offering up to 60% off throughout Super Brand Day.
L’Oréal Paris will also be hosting a 12-hour TikTok live event from 10am on 18th September that will be streamed live onto the Piccadilly Lights. Alongside partnering with over 300 of TikTok Shop’s top beauty creators, the brand will be hosting makeup tutorials, skin consultations and a hair styling bar at their ‘Worth It Experience’ brand pop-up, alongside giveaways and competitions throughout the day.
The space at Picadilly Circus will then be open to the public from 19th-23rd September. The five-day consumer event will offer skin, hair and makeup touch-ups, ticketed talks and masterclasses, and complimentary coffee at a Parisian-style café.
Super Brand Day launches in the UK following their success in the US with beauty brands such e.l.f Cosmetics, Tarte Cosmetics, and Benefit Cosmetics.
Amelie Fortier-Cyr, General Manager for 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 celebrated and 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.”
Nora Zukauskaite, Marketing Director at TikTok Shop UK, added: “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.”
