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L’Oréal Paris Ups Digital Presence at the Cannes Film Festival

The brand will test its Nail Genius app, stage “social takeovers” by spokespeople and hold live master-class makeup sessions online.

PARIS — L’Oréal Paris is ramping up its digital presence at the Cannes Film Festival, which begins next Wednesday.

“We are giving our audience full access to the Cannes experience, and inviting them to live these moments alongside our spokespersons with exclusive live coverage backstage, on the red carpet, at meetings with fans and more,” Cyril Chapuy, L’Oréal Paris president, told WWD.

The brand, which has been the official makeup partner of the festival since 1997, is deploying all of its social media channels and cast of well-known faces. New to the lineup this session are Susan Sarandon, Irina Shayk, Kristina Bazan, Lewis Hamilton and Lucky Blue Smith.

“Spokespersons will ‘take over’ the L’Oréal Paris social media accounts to provide special unedited content,” said Chapuy, adding that daily content will also be co-created with influencers.

“This year, we are taking video to new heights and working alongside the team at Instagram to deliver the most immersive experience possible with a new video carousel and a ‘live story’ feature that offers real-time content to viewers,” the executive continued.

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Snapchat will be deployed, too, as a platform for posing questions to spokespeople while they stage “social takeovers” during various times at the festival.

“This will further allow fans to truly ‘see what we see’ and immerse themselves in a live digital experience,” explained Chapuy.

Content on Facebook and Twitter will include backstage goings-on at the Hôtel Martinez, give a behind-the-camera vantage point during a photo shoot and show what it’s like to walk the red carpet.

Master-class sessions with Karim Rahman, the brand’s global makeup artist, and guests Miss Fame, Robin Black and Vegas Nay are to be posted live.

L’Oréal Paris spokespeople will meet hand-picked fans every other day at the Hôtel Martinez. Those people will be able to ask questions, take photos and then share their experiences online.

Since its launch in 2014, L’Oréal Paris’ Makeup Genius smartphone try-on app has had 17 million downloads. New features added to it this spring include more than 20 new looks and a mascara collection.

“During the festival, the most glamorous looks will be updated in real-time for users to follow along daily,” said Chapuy, who added the brand will test out its new Nail Genius app for the first time during the festival. “[It] will allow consumers to digitally ‘try on’ the entire L’Oréal Paris nail-color range before they buy. It will not yet be available for download, but Nail Genius is planned for in-store activation in the coming year.”

Out of the digital space, in the real world, L’Oréal Paris is launching the Gifting Machine, a mobile product vendor that will tour Cannes’ streets. The brand’s spokespeople will distribute complementary L’Oréal Makeup Designer Paris products from it.

L’Oréal Paris’ Red Carpet Makeup Collection this year was inspired by “One Thousand and One Nights” and Arabia, “making blue the hottest color this red-carpet season,” said Chapuy.

The brand will host the amfAR pre-party on May 18 and support the amfAR gala the following night.

“Cannes is the opportunity for L’Oréal Paris to share its makeup vision on a global scale, year after year, with the most influential women of worth in the cinematic world,” said Chapuy.

He added: “By creating an authentic one-to-one conversation between the brand and our loyal consumers, we are increasingly capable of delivering a truly personalized beauty experience.”