L’Oréal Paris has signed on as a Major Sponsor and Official Beauty Partner of the Toronto International Film Festival®. Through this prominent role in the Festival, L’Oréal Paris will roll-out an exciting array of programs designed to provide the ultimate Hollywood Red Carpet beauty experience to Festival-goers and fashion followers across the country.
Similar to the star-studded role L’Oréal Paris plays at the Cannes Film Festival, the brand’s Official Makeup and Hair artists, Eddie Malter and Eric Del Monaco, will offer personal makeup and hair services to A-List celebrities throughout the Festival. Furthermore, L’Oréal Paris will be the Official Beauty Sponsor of the Festival Portrait Studio providing hair and makeup touch ups to celebrities and filmmakers prior to press conferences and gala events.
L’Oréal Paris will also be launching a special TIFF cosmetics collection, which will only be made available in Canadian drugstores and mass-retailers in August and September 2012. The Simply Chic collection was chosen by the L’Oréal Paris Facebook community, from four different looks which were hand-sketched and hand-picked by Eddie Malter. The collection features a range of red carpet beauty classics from L’Oréal Paris including Colour Riche lipstick, Colour Riche nail polish, Voluminous False Fiber Lashes mascara, Magic Lumi Primer and many more.
“As the largest publicly-attended film festival in the world, the Festival is the style Mecca for red carpet glamour and L’Oréal Paris is delighted to now provide style-watchers with more behind-the-scenes access and star styling tips than ever before,” said Hugo Thibault, Brand Communications Director, L’Oréal Paris Canada. “We are particularly excited about our first ever TIFF limited-edition cosmetics collection and Beauty Correspondent scouting contest. Last year at the Festival, L’Oréal Paris was the first Beauty Correspondent on the red carpet – and this contest now allows us to bring an aspiring correspondent along for the fun!”
The Beauty Correspondent scouting contest is a once-in-a-lifetime opportunity for an aspiring journalist to stand on a Festival Red Carpet and talk directly to the stars as the Official L’Oréal Paris Beauty Correspondent. These Style & Beauty moments will be broadcast and posted on the L’Oréal Paris Facebook page and on YouTube so whether you’re in Charlottetown, PEI or Kelowna, BC you will not miss a moment of the action. The selected correspondent will also receive an A-List lifestyle experience at the Festival complete with an all-expense paid trip to Toronto, Gala Premiere tickets and, of course, the services of the talented L’Oréal Paris hair and makeup teams.
“We are thrilled that L’Oréal Paris Canada has decided to enhance its support of TIFF as it becomes a major sponsor of the organization. We are very excited about the style and energy that this partnership will represent and we look forward to working with L’Oréal Paris to create innovative, premium experiences for both TIFF and L’Oréal Paris customers alike,” said Piers Handling, Director and CEO, TIFF.
During the Festival, a L’Oréal Paris beauty complex will be erected near a Festival Red Carpet which will provide hair and makeup touch-ups as well as beauty product sampling for consumers. Fans will also have the opportunity to win tickets to films, galas and special presentations through online contests on Facebook and Twitter @LOrealParisCAN.