Television makeover programme 10 Years Younger has signed up Marks & Spencer, Fake Bake tanning salons and make-up brand Benefit to take part in its first live event.
The event is fronted by Myleene Klass and will recreate the makeover experience with other celebrity experts, through live demonstrations on stage.
The brands that have signed up to the three-day event in July will have their own stands where they will be able to stage interactive activities with consumers.
The show is produced by Maverick TV and a new series is due to launch in autumn. There will be snippets from the live event on the Channel 4 TV show.
A separate marketing campaign, created by Creative Clinic, will promote the live event and take in TV, press, outdoor and online advertising.