'Oréal Paris is about to take over London’s famous Piccadilly Lights to announce and promote the arrival of its major ‘The Worth It Experience!’ beauty event.

And the beauty giant said the launch will be its “biggest” experiential consumer event to date in London, “with a focus on inclusion and empowerment”.

Taking place across 19-23 September, the beauty brand will be offering ticketed masterclasses, talks, and hair, skin and make-up sessions.

It will also feature a 12-hour TikTok Shop livestream on 18 September to help ramp up awareness for The Worth It Experience and becomes the first brand to livestream a full day of TikTok content onto the Piccadilly Circus billboard.

Importantly, the event will also end with L’Oréal Paris’ ‘Le Défilé – Walk Your Worth’ catwalk show at Paris Fashion Week livestreamed into Piccadilly Circus. 

But first it begins will a range of events including panel discussions hosted by “friends of the brand”, including TV presenter Rochelle Humes and L'Oréal Paris’s Global Director Of Make Up Val Garland. 

Garland will also discuss ‘The age debate’ and “embracing ageing with confidence” on 19 September with beauty journalist Nadine Baggott and internet personality Mia Mauge.

Holistic facialist Mina Lee will then host two skin masterclasses on “achieving a glowing complexion”.

Hair education will take place on 20 September, including a heatless styling session with Nicky Lazou, founder of Lazou Hair, and slicked-back styling with hairdresser Jack Luckhurst.

Media personality Zara McDermott, social worker and beauty influencer Sanam Harrinanan, and personal safety charity the Suzy Lamplugh Trust will discuss how to ‘Stand Up Against Street Harassment’ on the same day.

On 21 September, Humes will “lift the lid” on the beauty industry and how it works during her ‘Inside Scoop’ panel talk. She will be joined by celebrity booker Allegra Haines, content creator Ellise Ferguson and beauty journalist Keeks Reid. 

Mua Jacinta Andolini, meanwhile, will teach consumers how to colour match correctly in her interactive make-up masterclass. Visitors can also learn how to master the art of the perfect winged eyeliner with Mua Aarti Pai on 22 September. 

Other activities across the five days include self-expression painting workshops with Brush & Bubbles and Pilates with Ionie.

“As a brand with an enduring commitment to self-worth, we are incredibly excited to have the opportunity to share the world of L’Oréal Paris directly with consumers,” said Amelie Fortier-Cyr, GM of L’Oréal Paris UK&I.

Event tickets are £10 each.