More than 1,500 people attended the launch of Cheltenham Beauty Week in Regent Arcade.
The event was set up to promote the week, which runs from April 21st to 28th, at businesses across Cheltenham.
A team from Hatherley Manor Hotel Spa completed 100 treatments during the day.
Vicky Peacock, from the Spa, said: “We’re really excited about Cheltenham Beauty Week.” Her colleague Emily Allen said: “It’s all about promoting businesses and we can’t believe how many companies are already involved.”
Other participants were House of Fraser, who gave free makeovers, Martin & Phelps (wet shaves) and Monrose, who recreated 1940s hairstyles with their Victory Rolls.
Miss Cheltenham, Amy Brown, also dropped in to support the event.
The event is being run by Cheltenham BID, with more than 30 businesses now involved.
There will be a variety of events, offers and discounts available across the week.
For the full list see www.cheltenhambeautyweek.co.uk
Thanks to the following businesses who donated items for 500 goodie bags that were given away at the launch event: Beau Amis, Boots, Cowley Manor, Ellenborough Park, House of Fraser, Laura Leigh Hairdressing, Margaret Dabbs, Marks & Spencer, Michael Shipway & Associates, Nicholas White Hairdressing, Primark, Specsavers and Topshop.