The l’Oréal Paris fashion show, media that is worth it

On the evening of September 23rd, around sixty celebrities of all ages, backgrounds and body types took part in the seventh fashion show organized by the global cosmetics giant, the official partner of Fashion Week, in front of the Palais Garnier. It was a joyful, inclusive celebration that spread around the world.

What could be more inclusive…

The seventh edition of the L’Oréal fashion show, which took place on September 23rd at 8:30 p.m in front of the Opéra de Paris, on the eve of Fashion WeekShe ticked all the boxes to reach women all over the world…

Open to the general public (reservation required) and broadcast by numerous media; a dazzling selection of star modelsthat embody a diversity of origins, silhouettes and eras; Presentation of outfits from young and not so young designers… Everything was brought together by the world leader in beauty, official partner of Fashion Week, to be successful once again.

Palais Garnier

This year, as in previous years, the show’s venue was a powerful and spectacular symbol of Paris. After Champs-Élysées, a barge on the Seine, the Monnaie de Paris, the Ecole Militaire, the Parvis des Droits de l’Homme and finally the Eiffel Tower In the tower, L’Oréal decided to install a raised podium, a giant screen in front of the facade of the Paris Opera (in this case the Palais Garnier), covered by a huge advertising tarpaulin.

The large audience (4,000 people, (including 500 invited guests) were able to imagine the colorful, musical show Ubi Bene under the best possible conditions. The event communication agency has some good references: It was the service provider for the 2024 Olympic Games in Paris. And The L’Oréal fashion show was a reminder of this The Sporting events Opening and closing ceremonies with its festive, inclusive atmosphere. Some of the models were Paralympic athletes…

But unlike the Games’ ceremonies, the tickets that allowed the general public to watch the parade were free. This is if you’re lucky: The mandatory reservation was completed in just 8 minutes!

International appeal

The show was Broadcast and live stream on all L’Oréal platforms, including Instagram, where he is followed by over 11 million Trailer.

Delphine Viguier-Hovasse, International General Manager of L’Oréal Paristold Fashion Network that she “gained up to 50,000 followers on her social networks.” at events like Cannes or the Paris Show”.

The show was also broadcast Live on screens in London, Milan, Madrid and Polandand…on the gaming platform Roblox.

The Shipments from L’Oréal ambassadorswho were very popular themselves, obviously contributed to the impact of the show.

Therefore, the viewership of the 2024 fashion show is expected to exceed that of the 2023 edition, where the “Reach ” (media reach) was 17.7 billion potential contacts!

A celebration for all women

The audience was able to empathize with the countless celebrities, Models, actresses, singers and athletes selected for this new fashion show titled “Walk your worth“. All in all, about sixty musesincluding 15 international and 22 local people as well as around twenty influencers.

“It is a Celebration of women of different social backgrounds, professions and ages…The ambassadors on parade range from 20 to 88 years old“,” Delphine Viguier-Hovasse (L’Oréal) explained to Fashion Network.

This is an opportunity to address all types of beauty, including some that have previously been ignored by the fashion and beauty world. Both mature and less mature women could recognize themselves in actresses Jane Fonda (86), Andie MacDowell (66) and model Eva Longoria (49)who were as radiant as ever…

Others were thrilled by the presence of the Singer Yseult with her blossoming curvesor those of Bebe Vio Grandisthe bronze medal Paralympic team fencer, or Marie BochetParalympic ski champion.

But more traditional beauties from around the world were also in the spotlight, including an Indian actress Alia BhattBritish actress of Indian origin Simone AshleySouth African So MbeduBrazilian Tais Araujo and Cuban-American-Mexican singer Camilla Cabello. Blonde models Cara Delevigne And Heidi Klum or sculptural influencers like Kendall Jenner… The opera obliges, the grace of the ballerinas was also there with dance performances like those of Victoria Dauberville.

The whole fashion planet

But the idea was also to show in addition to Extensive range of services made possible by L’Oréal’s makeup and hair product lines, Outfits that represent the entire fashion planet. The idea was not to present the trends for spring-summer 2025, as was the case with the official Fashion Week, but to draw on them Collections from previous years and even archive items.

Among the about sixty fashion houses (compared to a dozen in the first edition) The rental models this year were established names like Pierre Cardin, Mugler and Viktor & Rolf, as well as designers from other horizons, such as the Hong Kong-born Londoner Robert Wun, Lebanese George Chakra and Indian Gaurav Gputaand up-and-coming houses like Giambattista Valli, Atlein, Coperni, Vilmorin, Pierre-Gabriel Nouchi and Ludovic de Saint Sernin… Don’t forget Esther Manas, known for their clothing designed for all body shapes…

All of this conveyed a colorful, happy and bubbly image of fashion, a far cry from the often highly calibrated shows on the official calendar, where a smile is rarely found!

A marketing, communications and sales company

The L’Oréal fashion show draws its essence from that Positioning of L’Oréal Pariswhich, according to Delphine Viguier-Hovasse (L’Oréal), is “a brand that makes Products that look like luxury productsboth in terms of their packaging, their formula and their effectiveness.”

Initiated in 2017 by international communications manager Samy Cheddadi and encouraged by CEO Pierre-Emmanuel Angeloglou (then 22 years with the company), in his words, the show aims to achieve this “Making fashion and beauty trends accessible to as many people as possible”benefits from the unprecedented soundboard of Paris Fashion Week. For the fourth largest advertiser in the worldit’s just as much a question ofExpansion of the brand image by reaching a more upscale clientele by promoting its historical roots – the company was founded in Paris 110 years ago – and its expertise.

In addition to his work as… fine marketing and communication activitiesL’Oréal also increases its sales about such a fashion show. During the show, “Get the Look” tabs activated The platforms direct customers to products that enhance the models’ beauty.

And Live shopping was just organized in the Middle Kingdom during the show, thanks to the influencers invited to the show. The declared goal of Delphine Viguier-Hovasse (L’Oréal): to “Conquer China “, where the group currently has 90 million consumers and is aiming for… 400 million!

Finally, according to the International General Manager of L’Oréal Paris, the fashion show offered a “nice illustration of his slogan“ was invented in 1971 by Ilon Specht, then a copywriter for the New York advertising agency McCann.

Because L’Oréal, like its customers, is worth it…

Read also > L’Oréal reports excellent results for the first half of 2024

Featured photo: © L’Oréal