L’Oréal Paris expects 200,000 spectators at Parisian show with global reach

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Sep 27, 2018

On Sunday September 30, 300 people will be busy at the Port de Solférino, on the banks of the river Seine in Paris, to ensure the success of the second edition of the L’Oréal Paris catwalk show. After staging it on the Champs-Elysées last year, when traffic on the iconic thoroughfare was blocked, this time the L’Oréal group’s leading beauty brand is going for a 60-metre-long floating catwalk on the river Seine. And this time, it is the river traffic that will be temporarily stopped.

It took six months for L’Oréal Paris to devise and produce this event, which will generate tremendous media exposure, according to Samy Cheddadi, in charge of international communication at L’Oréal Paris: “Last year, the show generated nearly 1.8 billion online impressions and engaged several tens of millions web users.”  

Besides 500 VIP guests, the show is expected to attract 200,000 spectators. For the first time, the event will be broadcast live in over 30 countries, via L’Oréal Paris’s social media channels as well as those of the beauty brand’s commercial partners. The whole undertaking is on a scale consistent with the planetary reach of L'Oréal Paris, which sells fifty products per second every day, worldwide. “The public will be able to follow the show live and also have the opportunity of spotting the latest beauty trends on the catwalk, recreating them easily at home using our products,” said Samy Cheddadi.

L’Oréal Paris is a partner of the Paris Fashion Week, which will be in full swing until October 2, and this is reflected in Sunday’s event, which will showcase looks by the likes of Giambattista Valli, Off-White and Jacquemus. On the beauty side, L’Oréal Paris will present its new Rouge Signature range of liquid matte lipstick, and especially the new beauty line developed with French designer Isabel Marant.