Last Wednesday, we brought back one of our biggest moments of the year, our annual Face + Body showcase at GLH. This year felt especially significant as we celebrated one year of ASOS.WORLD with 150 of our most engaged A-listers joining us in the evening.
During the day, some of our biggest beauty brands took over GLH, spending time with over 500 ASOSers, sharing samples of their hero products and bringing the category to life in person. In the evening, we opened the doors to our loyalty customers for one of our most anticipated events of the year. While the daytime was all about connecting brands with ASOSers, the evening dialled things up for our A-listers, with live masterclasses, cocktails, food and birthday cupcakes to celebrate ASOS.WORLD turning one, alongside hands-on access to their favourite brands and the latest full sized products to take home.
We kicked off the evening with back to back masterclasses from Sunday Riley and Kylie Cosmetics, before closing with insights from our Face + Body Director, Bernadette Sullivan, on what’s next for the category. Sunday Riley took A-listers through the art of cleansing and building an effective evening skincare routine, while Kylie Cosmetics focused on creating a soft, blurred complexion for an effortless everyday look, alongside a preview of upcoming launches including the new Under Eye Brightening Powder.
Guests were then given the opportunity to get face-to-face with the market stalls and explore a curated edit of products from brands including MEDICUBE, Sculpted by Aimee, Rituals, Marc Jacobs, Briogeo, Lancaster and Slick Gorilla. The focus was on discovery, helping customers understand not just what is new, but how to use it and why it matters.
And, for the first time, we made the event fully shoppable. The PR showroom was transformed into a fully functioning Face + Body store, stocked with a hand-picked range of the latest drops and best sellers. The results spoke for themselves. We exceeded sales targets, saw around half of visitors to the store convert, and sold out of Sunday Riley’s exclusive Plump It Up Kit following its masterclass feature. It demonstrated the power of allowing customers to discover and shop products in the same moment.
We also used the event to run live app testing with our A-listers, focusing on Outfit VTO. Feedback was really positive, with around 80% of participants rating it as very useful and most saying it helped them feel more confident in what they were shopping. It also showed strong appetite for using VTO to discover and visualise full outfits, highlighting an opportunity to evolve how we position the feature beyond just size and fit.
The energy carried through until the very end, with queues for stalls and the gift shop right up to close. A huge thank you to everyone involved in bringing the event together and to our brand partners for helping make it such a standout moment for Face + Body.
