Grazia to launch first brand-building event in link with Intu
Women’s magazine Grazia has partnered with Intu to host a beauty and wellness weekend at Trafford Centre later this month.
This will be Grazia’s first brand-building event as it looks outside of the traditional scope of magazines for growth.
British Vogue has held a similar event at Westfield London, as has Elle, which hosted a fully immersive ‘Weekender’ across two weekends at Westfield London and Westfield Stratford City last year.
Like other magazine brands, Grazia is focusing on beauty and wellness, with a series of pop-up concessions offering makeovers, interactive experiences and expert advice from brands including Benefit, Prai Beauty and Kiko Milano.
The shift towards live events responds to a widespread decline in circulation among women’s magazines, which is forcing them to search for new avenues of growth.
In addition to the pop-ups, the event will include a ticketed Grazia Beauty Lounge with industry expert panels and workshops led by the Grazia team and a range of stars such as Vogue Williams, Molly Mae Hague and Alice Liveing.
Grazia Publisher, Lauren Holleyoake, said: “The Grazia audience are beauty obsessives who come to us for advice, news and recommendations, so we are hugely excited to bring that to life in this vibrant retail environment.”
Martin Breeden, centre performance director at Intu, added: “[This] will give the whole of Intu Trafford Centre a boost by attracting even more engaged visitors to the centre over the weekend. We’ve seen the positive impact on footfall, dwell time and spend from similar events over the last few years and it’s something we’ll be doing more of to ensure our centres are places where people continue to love to be.”
The event will take place on Saturday 28 and Sunday 29 March at Trafford Centre’s redeveloped Barton Square area.
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