a cornerstone of your communication strategy

On Monday 23 September, Paris' historic Place de l'Opéra will be transformed into the stage for the highly anticipated seventh edition of the L'Oréal Paris fashion show. This public event, which coincides with Paris Fashion Week, is not just a catwalk spectacle, but a celebration of beauty, diversity and sisterhood. Over time, it has become a crucial event for L'Oréal Paris, a flagship division of the global beauty powerhouse, whose annual turnover exceeds 6 billion euros.

This year, the catwalk will be graced by a number of L'Oréal Paris ambassadors, including global stars such as Leïla Bekhti, Camila Cabello, Viola Davis, Jane Fonda, Kendall Jenner, Aja Naomi King, Eva Longoria, Andie MacDowell, Bebe Vio and Yseult. “It's a true celebration of women in all their diversity: different social backgrounds, professions and ages. Our ambassadors range in age from 20 to 88,” said Delphine Viguier-Hovasse, Global President of the L'Oréal Paris brand, with evident enthusiasm.

The show also saw the participation of numerous luxury and haute couture brands. These fashion houses provide pieces to dress the brand ambassadors, and some, such as Coperni, Mossi and Mugler, even design bespoke creations for the event. “Nowadays, many renowned fashion houses want to be part of the L’Oréal Paris show, but that wasn’t the case when we first launched in 2016,” recalls Viguier-Hovasse.

The event's production has been entrusted to Ubi Bene, an event communications agency known for its work on major shows, including the Paris 2024 Olympic Games. With Ubi Bene's expertise, the L'Oréal Paris show manages to capture the attention of a vast global audience. In 2023, the event reached a media reach of 17.7 billion potential contacts. The brand leverages the wide reach of its own social media platforms, which boast more than 11 million followers on Instagram, while benefiting from the large online following of its celebrity ambassadors. “Take Alia Bhatt (British actress of Indian origin and muse of L'Oréal Paris, ed.), one of our ambassadors, who has more than 80 million followers with a very high engagement rate,” noted Viguier-Hovasse. This year, the show will also be streamed live on the Roblox gaming platform.

For this year’s edition, the global visibility of the show will be amplified, with live broadcasts projected on giant screens in major cities including Piccadilly Circus in London, Milan in Italy and key locations in Spain and Poland.

“During our key events, such as the Cannes Film Festival and the L’Oréal show in Paris, we can gain up to 100,000 new followers per day on our social media platforms,” Viguier-Hovasse revealed. While exact sales figures linked to the show have not been revealed, the brand is seeing a “notable” uptick in makeup sales during and after the event. A special “Get the Look” feature is offered during the broadcast, allowing viewers to directly purchase the beauty products used in the makeup looks at the show. In Asia, live shopping sessions are taking place simultaneously with the event, capitalising on the region’s enthusiasm for real-time e-commerce.

A huge 25-metre wide and seven-metre high screen will be installed on the Place de l'Opéra, ensuring that the 3,500 expected attendees can experience the event in all its glory. Those watching from home will also be able to enjoy a glimpse of the backstage preparations, with cameras capturing every detail behind the scenes. The backstage area, located inside the majestic Palais de l'Opéra Garnier, will be transformed into a hive of beauty activity as L'Oréal takes over the iconic venue for the grand occasion.