Westfield - Embracing Holistic Wellness in the Beauty Industry

Be Broadcast collaborated with Westfield to launch “The Beauty Edit,” an initiative aimed at embracing holistic wellness in the beauty industry. The partnership focused on educating consumers about the importance of internal health and lifestyle in achieving radiant skin. The campaign featured renowned celebrity make-up artist Nilam Holmes, who shared insights on the evolving trends and preferences in the beauty industry.

Challenge:

The beauty industry has experienced a significant shift towards holistic wellness, with consumers seeking products and practices that positively impact their health and well-being. Westfield aimed to address this trend by launching “The Beauty Edit” and providing valuable information on skincare, stress management, and the importance of personalised beauty routines. The challenge was to create awareness among the target audience within a one-hour travel radius of Westfield London.

Action:

Be Broadcast partnered with Westfield to design a comprehensive campaign centred around the expertise of celebrity make-up artist Nilam Holmes. Through a series of free make-up clinics, “The Beauty Edit” aimed to educate consumers about the importance of internal health in achieving vibrant skin. Nilam Holmes shared her insights and recommendations, focusing on topics such as stress management, hydration, and personalised skincare routines.

Campaign Highlights:

  1. Beauty Clinics: Westfield Stratford City hosted free make-up clinics as part of “The Beauty Edit” initiative. Nilam Holmes provided expert guidance on skincare, emphasising the significance of internal health and lifestyle in achieving radiant skin.
  2. Wellness Focus: The campaign highlighted the shift towards holistic wellness in the beauty industry. It emphasised that consumers are increasingly choosing products that positively impact their health and well-being, such as Vitamin C-infused products and herbal teas.
  3. Stress Management: Nilam Holmes addressed the impact of stress on skin health and recommended strategies for stress reduction. By acknowledging stress as a significant factor affecting skin condition, the campaign aimed to empower consumers to address the root causes of stress and promote healthier skin.

Results:

The collaboration between Be Broadcast and Westfield generated significant media coverage across various platforms. The campaign received attention from London Live, BBC London TV, BBC London Radio, TalkTV, GBNews, and numerous regional radio stations such as Chelmsford Community Radio, Cambridge 105, Petersfield Community Radio, and more. These media outlets helped to amplify the campaign’s message and reach the target audience within a one-hour travel radius of Westfield London.

The partnership between Be Broadcast and Westfield successfully promoted holistic wellness in the beauty industry through “The Beauty Edit” campaign. By leveraging the expertise of celebrity make-up artist Nilam Holmes, the campaign educated consumers about the importance of internal health, stress management, and personalised skincare routines. The extensive media coverage further enhanced the campaign’s reach and engaged the target audience. Overall, the collaboration between Be Broadcast and Westfield effectively highlighted the evolving trends and preferences in the beauty industry, encouraging consumers to prioritise their overall well-being for healthier and more radiant skin.