MECCA, Australia’s leading prestige beauty retailer, has gone court side with a special activation for the Australian Open in the AO TOPCOURT precinct. The MECCA Summer Club, a luxurious beauty oasis, has redefined the fan experience by seamlessly blending sport, culture, and beauty.
The activation features a shoppable curation of courtside beauty essentials, including hydrating skincare and lightweight makeup, perfect for the Australian summer. Expert MECCA hosts are also on hand to provide complimentary beauty touch-ups, helping fans create bold, fresh summer looks. The MECCA Summer Club has been a major draw for spectators, especially Gen Z audiences, with its dynamic atmosphere that effortlessly combines the energy of tennis fandom with cutting-edge beauty trends.
The partnership between MECCA and the Australian Open represents a powerful synergy, showcasing the brand’s commitment to innovation and customer engagement. By aligning itself with a major sporting event like the Australian Open, MECCA has solidified its position as a trendsetter in the beauty industry, reaching new audiences and creating unique experiences that resonate with consumers.
The MECCA Summer Club is located at the AO TOPCOURT, Birrarung Marr Middle Terrace, Melbourne Park, and is open daily from 10 AM to 10 PM until January 26, 2025. With its unique blend of sport and beauty, the MECCA Summer Club is a must-visit destination for any beauty enthusiast attending the Australian Open.
Images by Hugh Davies, supplied
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