Pacific Fair launched the start of the season with a huge Beauty Weekend last weekend – celebrating the Gold Coast’s take on Winter. This year’s Beauty Weekend reached another level with beauty king,  James Charles visiting for a second time. The makeup extraordinaire took centre stage to massive Gold Coast crowds and has opened his first ever Sisters Shop at Pacific Fair bringing his Sisters Apparel and limited edition Morphe X James Charles palette to Australian shores.

The Beauty Weekend event has grown year on year as Pacific Fair Shopping Centre leverages the popularity of the beauty category by creating a must-attend event for Gold Coast locals.

Pacific Fair’s Beauty Weekend attracted huge crowds and the centre had a +13% uplift in customer traffic compared to the previous years Beauty Weekend. Leveraging the stardom of James Charles the event received over 1.3 million Instagram impressions and a media reach of over 15 million. The event was featured on major media channels including Channel 7 and 9.

James Charles at Pacific Fair Shopping Centre

Beauty has become a significant platform for Pacific Fair, firmly cementing the centre as the go-to place for celebrity, influencers and large format experience events. James Charles who has more than 30 million subscribers across YouTube and Instagram and has taken the beauty world by storm with friends like Demi Lovato, Kim Kardashian West and Kylie Jenner all making appearances on his YouTube channel.

After falling in love with Pacific Fair’s Beauty Weekend in 2018, James returned to Beauty Weekend 2019 to over 5,000 screaming fans for a short Q&A followed by a meet and greet with 500 lucky fans.

Sisters pop-up store

In addition, James Charles opened his world-first Sisters pop up store at Pacific Fair Shopping Centre on the 3 May. James, on his first visit to Pacific Fair in 2018 fell in love with the Gold Coast and thought what better place than Pacific Fair to open the first-to-market store.

Since it opened, thousands of fans have shopped at the store coming from as far as Melbourne and New Zealand just to shop at the store. The store stocks selected merchandise from James Charles’ apparel range, Sisters Apparel as well as the highly sort after Morphe X James Charles Palette.

During the Beauty Weekend customers were treated to a two-day must-do event for lovers of all things cosmetic. Glam stations scattered throughout the centre treated customers to mini facials, hair braiding and curling, crystal face bejewelling, free eyelash applications and much more. There was also a plethora of free treats on offer including gelato, coffee, fairy floss and a beauty claw machine!

Beauty Masterclasses were a highlight of the weekend

Free beauty masterclasses hosted by celebrity makeup artist Reanin Glah and experts from some of the beauty stores were a highlight of the weekend.

Over 100 stores also provided offers exclusive to the weekend leading to a increase in traffic and feedback indicates a spike in sales over the weekend. Plus, there was plenty of sweet prizes and giveaways up for grabs as well as free beauty masterclasses hosted by makeup artists from some of our fave beauty stores including Lush and also hosted by celebrity makeup artist Reanin Glah.