L’Oréal Paris has been responsible for many a celebrity makeover, but the brand itself received the star treatment Tuesday when it was honored with a Friend of the Walk of Fame award on Hollywood Boulevard.
The award, presented to L’Oréal Paris with a ceremony attended by brand president Karen T. Fondu and spokeswomen Eva Longoria Parker, Andie MacDowell, Kate del Castillo and spokesman Collier Strong, marks L’Oréal Paris’ sponsorship of a restoration effort for the Hollywood Walk of Fame, a $4.2 million project. The sponsorship, which is category exclusive, includes five companies and L’Oréal Paris, is one of two sponsors to have received a star so far.The Walk, which receives 20 million visitors a year, celebrates its 50th anniversary next year, and L’Oréal celebrated its 100th this year.
The sponsorship grants L’Oréal full rights to feature The Walk of Fame in its consumer and in-store promotions. Currently, L’Oréal is promoting the sponsorship with FSI’s, displays and couponing in CVS stores and with special advertising in beauty magazines. Interactive imagery on L’Oréal’s Web site highlights L’Oréal’s star and spokesmodels.The beauty firm also sponsored The Walk of Fame collector’s Guidebook.
“L’Oréal has a very long-standing relationship with Hollywood,” said Fondu, prior to the unveiling outside the Kodak Theatre, home of the Academy Awards. “We felt it was fitting to contribute to the restoration and preservation of this iconic international landmark.”
Longoria Parker and MacDowell agreed that L’Oréal’s secret to longevity — and fame — are its products. “I’m really proud that I work for a company that’s affordable and that the average person can buy,” said MacDowell. “It’s real important that they are able to give glamour to a product that you can buy at Target and Kmart.”
“The only way a company can last 100 years is if they have amazing product,” said Longoria Parker. “It’s very fitting that they have a star. They are probably responsible for half the women on this Walk looking beautiful.”
L’Oréal Paris’ Friend of the Walk of Fame award, embedded in the sidewalk nearby stars for the likes of Anthony Hopkins, Halle Berry, Kevin Costner and Charlize Theron, contains an image of a L’Oréal Paris lipstick and the brand slogan “Because You’re Worth It.” To help inaugurate it, the brand is hanging a banner above the Kodak Theatre entrance for two weeks and also offered free lip touch-ups and coupons to Hollywood Boulevard visitors on Wednesday and Thursday.
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