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1. 5 New Toronto Venues for Holiday Parties

2. Developer Hosts Green Cocktail Party, Mini Trade Show to Unveil Eco-Friendly Homes

3. OCAD Gala Kicks Off Mystery Art Sale

4. New Moon Premiere Beckons 10,000 People and 2 Live Wolves

5. Masked Raconteurs Tell Tales at Moth Ball, and I Have a Blast

6. How Do You Make Staffers Feel Appreciated—at Little or No Cost?

7. MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute

FROM NEW YORK

Masked Raconteurs Tell Tales at Moth Ball, and I Have a Blast

Gap, Banana Republic, American Eagle Open Stores With Musical Performances

MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute

3 New Hotel Restaurants for Business Entertaining, Private Groups

Nintendo Launches New Mario Game With Look Back at Franchise History

Scripted Models Play Up Key Notes at Victoria's Secret Fragrance Preview

Ad Age Looks to Boost Conference Interaction With Beer Tasting, Lounge Seating

More Photos From Louis Vuitton's Garden-Style Launch: Life-Sized Trees, Mounds of Mums

A Forest of Flora Marks Launch of Louis Vuitton's Saks Boutique

4 Made-in-New York Sweets for Gift Bags

FROM LOS ANGELES

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

6 New Venues for Los Angeles Holiday Parties

New Moon Premiere Beckons 10,000 People and 2 Live Wolves

$4 Million MOCA Gala Breaks Fund-Raising Records

Chrysalis Benefit Cuts Ticket Prices in Half, Draws Same Crowd

MOCA Gala Spawning Arty Online Auction—Including Gehry's Hat for Gaga—Through November 30

Wende Museum Closes Wilshire for Cold War Anniversary Celebration

3 Ideas for Stylish, Eco-Friendly Events

3 New Restaurants for Autumn Alfresco Dining

With Help From Lexus, Cedars-Sinai Gala Breaks Fund-Raising Record

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

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

EVENT REPORT 06.09.09 4:54 PM

Giorgio Armani Partners With Luminato for Opening Night Party at Canada's National Ballet School

A dance studio at the National Ballet School
Photo: Alison Whittington for BizBash

To kick off the third annual Luminato Toronto Festival of Arts + Creativity, organizers held an invite-only party Friday for 1,200 guests at Canada's National Ballet School on Jarvis Street. The Luminato and Giorgio Armani Opening Night Party, which attracted 1,500 guests to the Royal Ontario Museum for the launch of the 2008 festival, took place in a series of studios throughout the venue, with each room offering guests a distinct vibe that showcased the festival's eclectic, artsy spirit.

“It’s still a huge party,” Luminato C.E.O. Janice Price said in a recent interview in which she noted that no other organization has used the ballet school for a large gala event. "Our personality is to be the first ones, so in some ways it’s easier for us," she said. "It matches our brand DNA to do things that are a little unexpected." MORE >>

Luminato Toronto Festival of Arts + Creativity, L'Oréal, Giorgio Armani

NEWS 05.18.09 12:13 PM

Luminato Plans Opening Night Gala at Ballet School, Maintains Programming Despite Economic Downturn

Luminato lit up the ROM in 2008
Photo: Gary Beechey for BizBash

The Luminato Festival of Arts + Creativity—which returns to Toronto for its third incarnation next month—kicks off with a black-carpet gala for 1,200 guests June 5 and wraps up with a weekend of activities on the waterfront on June 13 and 14. “To activate the entire downtown core with art and culture for 10 days is huge,” said festival C.E.O. Janice Price. “Last year we decided we had to balance the strong opening weekend. We also discovered we needed a central hub that was easily communicated, so we decided on Yonge-Dundas Square.”

The square will host a number of free events again this year, including an opening night concert featuring Randy Bachman. The festival's opening night will also include an invite-only gala, sponsored in part by Giorgio Armani, at Canada’s National Ballet School. For the closing weekend, planners have invited Cirque du Soleil to perform at HtO Park and in the Toronto Music Garden at Harbourfront. “The two weekends need to be the hallmarks of one of our hallmarks, which is that 80 per cent of our programming is free,” Price said. MORE >>

Luminato Toronto Festival of Arts + Creativity, L'Oréal, Giorgio Armani, Telus

EVENT REPORT 04.21.09 3:33 PM

Sixth Annual Buy Design Fund-Raiser Draws Guests With Social Media Campaign, Promises of Swag

A space suit on display at Buy Design
Photo: Stephanie Cloutier for BizBash

In a time of economic uncertainty, Windfall Clothing Service event manager Kelly Carmichael wanted to emphasize the return on investment for guests attending (or considering attending) the clothing bank’s "Buy Design 6: In Space" fund-raiser, held Saturday at the Fermenting Cellar. “We really wanted people to know it was worth it to come,” said Carmichael, who worked with Faulhaber PR to launch a social media campaign and Web site promoting the benefit’s purpose and perks.

“Facebook and Twitter are great ways to get a dialogue going with people about the event and our organization, which is especially important in times like these," Carmichael said. The face of the Twitter campaign, BuyBarella, a character inspired by the Jane Fonda movie Barbarella, tweeted about everything from outfit ideas for the space-themed event to hints about the night’s hors d’oeuvres (like herb-crusted lamb chops), and the gift bag (stuffed with full-size beauty products from sponsor Proctor & Gamble). BuyBarella's 477 Twitter followers had a chance to win one of three sets of tickets to the benefit. MORE >>

Windfall Clothing Service, Procter & Gamble, Smashbox, L'Oréal, Hugo Boss, Stonegate, TD Bank Financial Group, BMO Financial Group, Alterna Savings, Ontario Credit Union Charitable Foundation, Davis + Henderson, Mill Street Brewery, XOXO Wine, Skyy Vodka, Evian, Fashion Magazine, Now, The Globe and Mail, blogTO, She Does the City

NEWS 06.06.08 12:14 PM

Sponsors Drive Free Programming at Luminato Festival

Makeup demonstrations, dance classes, light shows, and performances by the likes of the Barra MacNeils and Ashley MacIsaac are just some of the free events being presented as part of the second annual Luminato Festival of Arts and Creativity, which starts Friday and runs through June 15. And, with more than 80 percent of the programming being offered at no cost to the public, sponsorships are critical to the event's success, festival president and C.E.O. Janice Price said in an interview.

“I think last year we were extremely grateful that [the inaugural festival came] off and that people embraced it so well … but we did all of that with only about seven months of planning," Price said. "The luxury of having a year of planning time means that we’ve really been able to leverage the desire of our corporate sponsors to make the connection with the programming. It’s allowed us to be a lot more creative with our partners." She added, “I think the really optimum blend of public-sector, individual, and private sponsorship makes [our sponsors] feel comfortable they’re working with an organization that has brought everybody to the table." MORE >>

L'Oréal, Government of Ontario, Government of Canada, Telus, CTV, The Globe and Mail, Tourism Toronto, Cineplex Media, St. Joseph Communications, BMO Financial Group, OLG, National Bank, Manulife Financial, Toronto Star, Scotiabank Group, Toronto Life, Waterfront Toronto, The Weather Network

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