Rogers Media and L’Oréal Canada embark on a nationwide search to discover Canada’s most talented hair and makeup artists in the new original six-part digital series Canada’s Best Beauty Talent. In each webisode, 12 of Canada’s aspiring hair and beauty experts will showcase their skills and compete for beauty talent recognition, prestige, and the ultimate in beauty stardom.
Leveraging the lead-in position and momentum of the new Citytv original series Canada’s Got Talent, Canada’s Best Beauty Talent will premiere in April 2012 following the CGT television broadcasts. The multi-brand media plan was built in conjunction with L’Oréal Canada’s media agency ZenithOptimedia.
To be eligible to enter the competition, participants must be a Canadian citizen or a permanent resident of Canada. Sign-up forms for talented hair and beauty hopefuls looking to take part in the series and full details, rules and regulations are available online.
Created in partnership by Rogers Media Client Solutions and L’Oréal Canada, the Canada’s Best Beauty Talent web series will also be made available on Rogers on Demand and Rogers on Demand Online. Broadcast details, judges, host, and contestants will be announced over the coming months.
“Expanding upon the overwhelming momentum surrounding Canada’s Got Talent, we were able to leverage our robust portfolio of assets and brands and create a unique opportunity that meets L’Oréal Canada’s objectives as the leader in the beauty industry”, said Jacqueline Loch, Vice-President of Client Solutions, Rogers Media. “Canada’s Best Beauty Talent brings the best in entertainment and beauty from Rogers Media and L’Oréal Canada, in this first-class made-for-web series that is sure to excite and engage audiences nationwide.”
Utilizing L’Oréal Canada’s unparalleled beauty expertise, Canada’s Best Beauty Talent showcases the country’s up-and-coming beauty experts as they vie for the title in a series of unique and innovative challenges, featuring some of the top names and products in entertainment and beauty. Bringing together leading Rogers Media entertainment and lifestyle brands – Citytv, FLARE, HELLO! Canada, LOULOU and Chatelaine – and L’Oréal Canada’s top beauty brands – L’Oréal Paris, Yves Saint Laurent, Lancôme, L’Oréal Professionnel, and Kérastase – each episode will see promising hair and makeup artists teamed up to create a specific look, corresponding with the theme of each week’s challenge. Twists, turns and drama unfold as the contestants compete to impress the panel of judges in hopes of being named Canada’s Best Beauty Talent.
“We’re extremely excited to be part of this unprecedented competition and look forward to helping discover Canada’s best up-and-coming beauty talent,” says Marie-Josée Lamothe, Vice-President and Chief Marketing & Corporate Communications Officer of L’Oréal Canada. “At L’Oréal Canada, we encourage individuality, talent development, risk-taking, creativity and innovation. Partnering with Rogers Media in this initiative was a natural fit for us.”
The grand prize winner of Canada’s Best Beauty Talent will receive the esteemed new title and a once-in-a-lifetime trip to Paris to experience the prestigious world of L’Oréal. The lucky hair or makeup artist will receive a customized agenda tailored to his or her area of expertise and will tour the L’Oréal head offices, meet the experts, explore the affiliated flagship stores and salons, and more! Secondary to the grand prize, each top hair and makeup artist will be featured in FLARE, HELLO! Canada and LOULOU (whose editors will also review their portfolios), attend the Toronto International Film Festival with L’Oréal Paris, and create a beauty blog with Chatelaine.com.