Award-winning creative brand experience agency, N2O, is activating two campaigns to inform consumers about their particular skincare needs.

The La Roche-Posay Effaclar experience at Westfield White City (7th to 10th September) featured full-range demonstrations targeting those with blemish-prone skin and showcasing their Effaclar Spotscan diagnostic tool, an AI service developed with dermatologists to help customers find their personalised routine for blemish-prone skin.

Live now across seven locations, the La Roche-Posay Anthelios Sun Safety SPF Tour Bus is travelling the UK and Ireland in an Airstream setup, offering free mole check-ups and educating consumers about the importance of sun protection.

Gemma Mablin, Senior Account Director at N2O, said: “Skincare is a really personal thing, and it’s all about being armed with the best information possible so consumers can make an informed choice. That inspired these activations; really bringing to life the benefits of La Roche-Posay’s specialist ranges. People love having those conversations with the experts, and learning more about the brand in this tailored way.”

Stephanie Parrish, Senior Brand Manager for Anthelios at L’Oréal, said: “We have a great working relationship with the N2O team, and they’ve been incredibly responsive; from the initial creative ideas to the execution, we couldn’t be happier!”

La Roche-Posay Anthelios Sun Safety SPF Tour Bus is touring the UK from 12th to 20th September.

*LA ROCHE-POSAY IS THE NO. 1 DERMATOLOGIST RECOMMENDED BRAND IN THE UK: Study of 73 Consultant Dermatologists Jan-April 2023. For more info visit the website

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Steve Berry, Managing Director at EMIRAT, explores how the promotional marketing industry can respond to the decline in brick & mortar retail and movement towards online shopping. 

First we learnt the high street is in crisis, now is seems shopping centres are under threat too.  In an article published in the Telegraph in January, it was reported that 30 million Brits (58%) will use smart devices to shop this year, an increase of 12 million (66%) compared to 2018.

It cited data from BRC Springboard showing footfall declined by 3.9% in December, despite shops offering huge discounts. The article then surmised that the popularity of smartphone shopping is driving this decline, particularly with the introduction of such facilities as Apple Pay and one click purchasing.

This is obviously bad news for jobs, as retailers will be forced to downsize their physical foot print, making way for more investment online.  It’s also not great news for shopping centre owners whom will be left with a growing number of empty units and an ever dropping rental income.

There is also the small issue of peripheral purchase. In-store, the tills are littered with goodies to tempt you as you wait in line to pay, but now retailers have the problem of trying to recreate the same circumstance online, so as not to miss out on this additional revenue. Amazon cleverly replicate this by showing you what other purchasers have bought in conjunction, or anything that is compatible with what you’re buying. For example, if you are buying a clothing top they show you bottoms. If it’s an electrical device they show you power adaptors and accessories.

Retailers will obviously have to adapt and in-store offers will become online offers. But is this bad news for the promotional marketing industry? In actual fact online purchasing lends itself more to promotions, with promotional services companies linking websites seamlessly to the online store. The shopper simply need click through from the online store or app to enter!

In the short term though, how to do we help our retail colleagues address this trend and increase footfall into shopping centres again? The simple answer is through promotions. Give people a reason to go, and more than that, a reason to purchase there and then. As opposed to using it as an opportunity to browse for what they will buy online later, probably at a slight discount!

EMIRAT is a promotional risk transfer company servicing the marketing and advertising industries worldwide. EMIRAT can enable you to deliver events and promotions that create impact and drive consumers to purchase without the financial risks that can jeopardise your bottom line.

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notonthehighstreet, the online site dedicated to thoughtful gifts, has launched at London Waterloo the first of two physical pop-ups in the run up to Christmas 2018. notonthehighstreet is working with agency Initials on the design and build of the pop-up spaces.

The curated online marketplace will be showcasing products from over 200 notonthehighstreet partners across the two pop-ups, which will run from 2nd to 22nd November at London’s Waterloo Station and from 3rd to 24th December at Westfield London.

Both three-week pop-ups will provide shoppers with an opportunity to buy from a curated collection of unique and thoughtful gifts from the site’s 2018 Christmas collection. This will include personalised Christmas Eve boxes and baubles, customisable jewellery and a selection of gifts from stocking fillers through to larger, limited edition and one-off, artisanal items.

Each of the two locations will also feature information about the partners behind the gifts, to highlight the skilled craftsmanship of some of the UK’s best small creative businesses who sell through notonthehighstreet. The Westfield pop-up will incorporate opportunities for live personalisation and ticketed experiential workshops so that shoppers hunting down the perfect Christmas gift for a loved-one will be able to co-create something special, with the help of selected notonthehighstreet partners, while they shop.

“Our pop-ups will be an opportunity for our customers to really get to know notonthehighstreet this Christmas,” said Ella d’Amato, Chief Commercial and Marketing Officer at notonthehighstreet.

“We are working with some of our most innovative Partners to develop carefully curated ranges of products for each location which showcase the best of the unique gifts that can be found on our marketplace this festive season. We hope it will help our customers to understand the work of the 5,000 creative small businesses that sell through notonthehighstreet by bringing their stories to life and demonstrating their passion for creativity in a way which it can be hard to appreciate when you’re browsing online.”

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