Make Every Day Beautiful Campaign


The Mall’s Make Every Day Beautiful Campaign was launched with the objective to position The Mall as the first choice destination for everyday beauty shopping and to promote beauty brands within The Mall. We approached retailer staff in each of the Mall’s shopping centres and invited them to share their insiders’ tips on how they Make Every Day Beautiful using products and services available in their shopping centre. We then compiled all the tips in a magazine, along with details of where to get the relevant products. The magazine also included budget make up ideas from Boots and Superdrug that were extended into a series of three video beauty tutorials. The culmination of the campaign was a one day Beauty event in each mall. Customers were treated to free makeovers and were invited to be a star on our giant Make Every Day Beautiful magazine cover.

Retailer Involvement

Over 150 retailer staff took part in the magazine with many retailers reporting boost in sales on promoted products. Around 60,000 magazines were distributed to customers and social media campaign promoting video tutorials and retailer beauty tips achieved over 500,000 reach.

Retailers were very pleased with the campaign and gave positive feedback across all schemes:

  • Superdrug: “Campaign helped us boost our sales. The customers loved the idea.”
  • Perfume Shop: “The magazine has been put together brilliantly, and our page looks amazing thank you for all of your support.”
  • Boots: “Beauty event organised by The Mall was fun, upbeat event and our consultants for both no7 and Fragrance enjoyed taking part on the day. It brought us extra business into the store mainly around no7.”