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2. 6 New Venues for Los Angeles Holiday Parties

3. Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel

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FROM NEW YORK

Morgan Loft Penthouse: Temporary Venue for Holiday Season

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News Archive for L'Oréal

Q & A 06.11.09 10:26 AM

Anik Gagnon Leverages L'Oréal's Luminato and Fashion Week Sponsorships to Reach Consumers

L'Oréal Paris communications director Anik Gagnon
Photo: Benedicte Brocard

FROM TORONTO L’Oréal Canada has been involved with the Toronto art festival Luminato for three years. As the festival's presenting sponsor, the company—which includes the Garnier, Giorgio Armani, Maybelline, and L'Oréal Paris brands—has coordinated initiatives each year, bringing on Giorgio Armani for the festival's opening night party and installing a L'Oréal Paris makeup tent at Yonge-Dundas Square. Anik Gagnon, communications director for L'Oréal Paris, spoke to us about how she uses initiatives like the makeup tent to reinforce brand identity.

What was it about last year’s experience that made you decide to participate in Luminato again this year?
L'Oréal Paris did a tent at Yonge-Dundas last year, and we're doing exactly the same thing this year. Our brand strategy is to really align ourselves with fashion and to show the expertise of our beauty experts. Our vision with that tent was to take everything we do with Fashion Week and with Project Runway Canada and bring that backstage feel to the street. Last year we conducted 6,500 makeovers [over three days]; the success was so great that we decided to do it again. MORE >>

L'Oréal, Luminato Toronto Festival of Arts + Creativity, LG Fashion Week, Project Runway Canada