Glamour announces two-day Beauty Festival with Fiat

Glamour has selected the Saatchi Gallery as the venue for its beauty extravaganza (Creative Commons)
Glamour has selected the Saatchi Gallery as the venue for its beauty extravaganza (Creative Commons)

Condé Nast title Glamour is to host a debut two-day festival celebrating all things beauty in association with Fiat.

The Glamour Beauty Festival will land at London’s Saatchi Gallery on 12 and 13 March.

A number of beauty brands will activate at the event, offering complimentary pampering treatments, expert advice and products for guests to take away.

Title sponsor Fiat will host its own zone, where make-up artists will be on hand to re-create iconic beauty looks and host colour masterclasses. A ‘photobooth on wheels’ will be parked in the brand experience for snaps, and Glamour’s fashion team will also host trend workshops in the space.

Other brands activating at the festival include…

  • Ghd - creating a pop-up salon.
  • Sally Hansen - hosting The Nail Rehab zone.
  • Garnier - celebrating its new Moisture Bomb collection with special drinks, skin treatments and healthy living seminars from fitness bloggers.
  • Lancome - popping up with its #ShakeUpYouSelfie booth, which will feature professional lighting and make-up artists.
  • Chandon - dishing out the sparkling wine and bespoke cocktails at a branded bar.

Glamour has also secured appearances, talks and masterclasses from the likes of presenter Fearne Cotton, model David Gandy, L'Oréals Amandine Ohayon and scent entrepreneur Jo Malone.

The event is being organised in-house with support on production from Timebased.

Lucia Pennesi, head of marketing at Fiat UK, said: "We are delighted to be working with Glamour magazine on this brand new initiative for them. When Glamour approached us it was almost fate as the Fiat 500 has always been linked to style and beauty, so we are very excited to be partnering with the team at Glamour."

Jamie Jouning, publishing director of Glamour, added: "We are extremely excited about working with some of the world’s most prestigious beauty houses, helping them to create a unique and personalised experience for our beauty-obsessed audience.

"Our partnership with Fiat is the icing on the cake, enabling us to develop and enhance the concept in a meaningful and truly celebratory manner."

Fiat launched its new 500 model last September with a giant vinyl record stunt featuring Ella Eyre. Meanwhile fellow Condé Nast title Vogue announced plans for its centenary celebrations and 2016 festival earlier this month.

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