Democratising beauty – sales Campaign for Beauty Week at The Mall The Mall chain of shopping centres approached Simon Inc to create a campaign to promote their annual “Beauty Week”. Their goal was to drive sales of beauty-related products and services provided by the retailers based within the centre. The challenge we faced was how we could create a campaign which would engage the full range of both customers and retailers. The trouble with creating campaigns marketing beauty products and services is that, almost by default, the resulting campaign focuses on visualising the traditional concept of beauty, and in doing so excludes or alienates whole sections of the potential market.