L'Oréal's Luminato Sponsorship Leads to Makeovers, Model Search

As the presenting sponsor for the second annual Luminato Festival, L'Oréal Paris took the opportunity to brand a series of events highlighting products offered by Giorgio Armani, Lancôme, Redken, and Maybelline New York.

By Susan O'Neill June 17, 2008, 1:52 PM EDT

The Ford Model Search runway

Photo: BizBash

Luminato splashed its logo on banners across Toronto for 10 days this month as the second annual festival of arts and creativity hit the city. And, as the presenting sponsor, L'Oréal Paris—and several of its group brands—became just as prominent around town, thanks to a range of events including free makeovers, the opening-night reception for a photography exhibit at Brookfield Place, and the V.I.P. opening-night cocktail gala at the Royal Ontario Museum, sponsored by Giorgio Armani.

Nicolas Marullo, president and C.E.O. of event management firm Cinco—which produced all of L'Oréal's Luminato events—said the company wanted to ensure “the activation of the brands of L'Oréal are in synergy with Luminato. They're looking to be in sync with what Luminato is doing, rather than just being another sponsor.” The Cinco team worked with L'Oréal to tailor each event to the presenting brand. “The brands have different DNA. They have a different image and they have different goals and objectives, so it's very interesting to create environments that will bring out the best in each brand,” he said.

For the “Get Ready to Go With L'Oréal Paris” event, the company pitched a tent in Yonge-Dundas Square, where hair and makeup artists conducted 7,000 makeovers during the festival's first six days. The free event aimed to provide the feel of being backstage in the makeup tent at Fashion Week. Eddie Maleterre, the company's official makeup artist, and Eric Del Monaco, the company's official hair artist and colourist, were among the beauty experts on hand to create runway looks from 11 a.m. to 11 p.m. every day. “It's all about teaching women how to use the products,” said backstage manager Patrick Lafleur. “We take about 20 minutes with each person, and the artist writes down everything that was used on them.”

On Friday, L'Oréal brands Redken and Maybelline NY partnered with Ford Models to present the Ford Model Search and V.I.P. Fashion Show at the Fermenting Cellar in the distillery district. “We were involved with the event across the country,” Redken vice president Dorianne Dalati said of the model search, noting that Redken conducted beauty-trends workshops in each of the five cities the judges visited. “The girls would come in and get consultations done ... it exposes them to our world of beauty,” Dalati said in an interview prior to a fashion show featuring Diesel clothing.

Following Friday evening's event, the Cinco team transformed the venue overnight to create the feel of a New York loft for Redken and Maybelline's “Colours of New York” event, held Saturday and Sunday. Hair and makeup artists offered tips to participants about how to create three different looks—urban romance, urban fusion, and urban glow—during the free consultations. “Because Redken and Maybelline NY are both New York brands, they wanted to capture that urban feel and the New York vibe,” project manager Julia Lueck said.

L'Oréal also hosted a private cocktail reception at the Pantages Suites Hotel & Spa on June 9, and Lancôme sponsored an event called “The Making of Toronto's Milles Femmes Opening Cocktail” for a photography exhibit at Brookfield Place (formerly the BCE Place) on June 11.

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