Culture

L’Oreal Paris is bringing tech and know-how to the red carpet

For everything fashion, hair, makeup and nail on the red carpet, trend-setters may want to pay special attention to L’Oreal Paris this year. The company set out to create a communications campaign to immediately give women the tools and know-how to get the looks seen on the red carpet at-home, in real time.

“As the world’s largest beauty brand and the only one spanning across all beauty categories, L’Oreal Paris has the unique ability to translate the red carpet into a woman’s everyday life,” says Malena Higuera Senior Vice President Marketing, L’Oreal Paris. “During the Emmy’s red carpet we’ll pair the most innovative digital technology, the most premium beauty products and access to the best experts, so that women can participate in the real time red carpet beauty discussions through social media and be empowered to create these looks for her own red carpet moments. Our goal is to give women what they want – inspiration, service & education and empowerment to be their own expert so they can confidently personalize looks on themselves and ultimately shop L’Oreal Paris products with ease.”

During the much-anticipated red carpet on Monday, August 25th beginning 2PM PDT/5PM EDT through 10PM PDT/1AM EDT, L’Oreal Paris will deploy a Live Social Response Lab, embarking on the most interactive beauty discussion ever for the brand. The Live Social Response Lab will be staffed by Fashion Illustrator Katie Rodgers, who will create inspirational mood boards based on the trending red carpet looks, professional hair, makeup and nail experts and our new roster of Destination Beauty digital influencers. This dream team will engage women in the red carpet beauty conversation through a Twitter chat, driving to the Destination Beauty channel on YouTube for real-time video tutorials on popular TV characters and trending red carpet looks, as well as the L’Oreal Paris Makeup Genius App where women virtually try on makeup looks. For a limited time of two weeks women can also try on looks inspired by some of the most popular Emmy-nominated TV characters on Makeup Genius.

The L’Oreal Paris Live Social Response Lab is a real-time NYC-based social media command center that was created in partnership with digital AOR R/GA. To join in and take part in the conversation, follow @LorealParisUSA on Twitter, Tumblr, Instagram and Facebook using #LorealParisLive and #GetTheLook.