We walk through the various threads that knit the Red Carpet activation by the beauty brand L’Oréal Paris at the Cannes Film Festival. We deep-dive into how it covers more than just the carpet area and traverses various geographies through social networks.
Cannes Film Festival has become an important stage for L’Oréal Paris to build their image over the years. They have entered into multiple content partnerships with creators and publishers on social media this year, along with the launch of an annual awards edition. Social Samosa takes a closer look at how the Red Carpet activation and collaboration between L’Oréal Paris and Cannes Film Festival rolled out this year.
L’Oréal Paris X Festival de Cannes
L’Oréal Paris continued their 26-year-old partnership with Festival de Cannes this year for their 75th edition as the Official Makeup Artist. The brand also knits itself to the core essence of the festival by continuing the Lights on Women Award executed in partnership with the festival.
With a sales revenue of Eu 38.26 billion, L’Oréal Paris is ranked in the Global Top 5 and #1 as a European company in the Universum 2022 ranking. As one of the top beauty brands in the world, Festival de Cannes is where L’Oréal Paris is visible at a global platform where they can further amplify their vision. They also achieve the promotional objective by showcasing their products and innovation, along with highlighting the women and collaborators in cinema.
Delphine Viguier-Hovasse, Global Brand President, L’Oréal Paris, states, "As a feminist brand, L’Oréal Paris encourages each woman to express her own version of femininity while supporting others to assert their own. And Cannes is where we give that vision global expression".
The brand has been a partner in cinema since 1997, and this year it announced the third edition of the 'Lights On Women' award which throws the spotlight on female filmmakers. This initiative intends to bridge the under-representation of women in cinema and provide support for up-and-coming female short filmmakers with funding and a platform.
"This year’s Lights on Women Award will continue to break down barriers and encourage talented female filmmakers to achieve their dreams. As we look ahead to the next 25 years, my hope for the future is that this kind of award won’t even be necessary, as women who make cinema continue to take their rightful place in the industry", said Delphine Viguier-Hovasse in a press statement.
This year's edition is helmed by Kate Winslet, a L'Oréal Paris ambassador and the award's Lead Juror, who would be announcing the winner at the Jeune Cinéma dinner on May 26. She reckons that female creators are much too often passed over for their male counterparts in this industry, and this award is an important stage to acclaim them.
"The sheer beauty and force of last year’s inaugural film moved me to tears, and I am honored to play a part in continuing this important program, which offers a pathway for women in film to propel their careers forward", she adds.
Red Carpet Activation
The brand ambassadors and spokespersons Helen Mirren, Elle Fanning, and Cindy Bruna, along with more endorsers from around the world such as Aishwarya Rai Bachchan, and Viola Davis, walked the red carpet showcasing their looks created using L'Oréal products.
Helen Mirren, Elle Fanning, and Cindy Bruna were the three principal spokespersons for the brand at the Red Carpet, each representing a perspective, Helen with the Age Perfect skincare; Elle promotes universal, creative, and innovative beauty, and Cindy representing the new generation of activist models to advocate for inclusion and fight violence against women.
The three ambassadors showcased unique looks created by Val Garland, Make-Up Artist, and Stéphane Lancien, Hair Stylist, using L'Oréal Paris products, at the film screening of Jeanne du Barry by Maïwenn at the grand opening event of the festival.
Content Partnerships
Global celebrities traditionally get ample coverage from various publishers for their Red Carpet looks. Along with this organic media coverage, the brand also collaborated with Harper's Bazaar Indonesia to give a peek into the process of celebrities getting their soigné on.
Harper's Bazaar Indonesia X L'Oréal Paris
India is termed as a 'high-potential' market by the brand, and the growth in India spurred by the success of the Professional Products Division and the Consumer Products Division across all categories, contributed to the reported growth of the SAP MENA zone at +22.0% like-for-like and +28.1%.
Given the promising growth in the region, the social media amplification also entails paid partnerships with several Indian creators in the Beauty category.
Creating Cannes 2023 Red Carpet Look - Mridul Sharma
Cannes 2023 - Palak Sindhwani
Creating Cannes 2023 Red Carpet Looks - Manasi Mau
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