And a new beauty season begins! Back as Official Partner of Paris Fashion Week (PFW) for Spring/Summer 2017, L’Oréal Paris once again supports fashion creativity and pushes beauty’s frontiers across the realms of fashion, digital and retail.
From September 28th to October 5th, L’Oréal Paris partners 18 shows on the official fashion calendar, setting Spring/Summer 2017’s beauty influences and trends and turning PFW gold with a star-gazing #GoldObsession party in a prestigious Parisian venue.
Pushing fresh-from-runway beauty further, right before PFW, L’Oréal Paris launches the all-new version of its revolutionary makeup app Makeup Genius 2.0. and marks a milestone with the opening of the first L’Oréal Makeup Designer Paris boutique in France, a live showcase for the brand’s makeup artistry. It’s showtime!
“At L’Oréal Paris, beauty is always about the avant-garde, the original, the creative. We are delighted to strengthen our partnership with this world-leading fashion week; where beauty and fashion creativity merge to launch a new trend season. During PFW, we are thrilled to open the doors to our first makeup boutique, uniting all our products in one creative incubator here. As official partner, we bring the standout beauty looks straight from the runway, plus all the backstage action, the street style stars and our #GoldObsession party where a guestlist of fashion’s A-list and our L’Oréal Paris spokes celebrate PFW, gold and beauty. Paris truly is our playground!” Cyril Chapuy, L’Oréal Paris International President
INSTANT INSPIRATION: GO BACKSTAGE AT 18 SHOWS DURING PFW SPRING/SUMMER 17
L’Oréal Paris supports 18 fashion designers showing in Paris this season, including Wanda Nylon, Carven, Olympia Le Tan, Yazbukey, Masha Ma, Giambattista Valli and Vanessa Seward. Translating each designer’s vision into hair and makeup, our creative teams will style two to three shows a day using the newest innovations from L’Oréal Paris. See the season’s new looks straight-from-the-runway across L’Oréal Paris social channels and on Makeup Genius 2.0.
SEPTEMBER 29TH: L’ORÉAL PARIS OPENS ITS FIRST BOUTIQUE IN PARIS
On PFW’s second day, L’Oréal Paris inaugurates its first ever boutique in Paris. Play with 600 products under a roof inspired by the most iconic Parisian landmark, the Eiffel Tower. Browse 150 products created exclusively for the one-of-a-kind boutique. Discover new collections and looks developed every month by L’Oréal Paris Global Makeup Designer Karim Rahman. During PFW, the new store will host happenings: from meet-ups with our L’Oréal spokes to makeup masterclasses with Karim Rahman himself. 62 rue de Caumartin 75009 Paris.
OCTOBER 2ND: CELEBRATE PFW AND GOLD AT THE L’ORÉAL PARIS #GOLDOBSESSION PARTY
Celebrate PFW and the iconic gold of the L’Oréal Paris brand at the #GoldObsession party on October 2nd. Party in gold with the fashion A-list and the L’Oréal Paris spokes family during a gold-drenched night at a prestigious Parisian venue. Like stepping onto the gold dancefloor of the Mert & Marcus #GoldObsession campaign, we are turning PFW gold! Follow all the gold action across L’Oréal Paris social media channels.
MAKEUP GENIUS 2.0: THE NEW VERSION OF THE ICONIC APP LAUNCHES AT PFW
After the global success of Makeup Genius, L’Oréal Paris shakes up the connected beauty world again with an all-new version of the revolutionary app. Applying the smartest technology to makeup, Makeup Genius 2.0 launches right before PFW in September. The app has been endowed with advanced customization features, step-by-step makeup tutorials, and a whole new in-app social platform. The new version app brings the world the newest looks straight from the runways and helps you recreate them at home for a genius selfie! This is beauty’s version of ready-to-wear. Live PFW around the world with Makeup Genius 2.0.
OCTOBER 8TH: #THEBRUSH2. WHO IS THE NEXT PFW MAKEUP ARTIST?
Calling all aspiring makeup artists from October 8th, join the IT makeup e-competition: #TheBrush2. One international makeup contest, only on Instagram. One theme: Just Paint It. One jury of L’Oréal Paris experts, celebrities and influencers. And one reward: the chance to join L’Oréal Paris at PFW in Marc