SYS-CON MEDIA Authors: Xenia von Wedel, Peter Silva, Glenn Rossman, Ava Smith, Elizabeth White

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L'Oreal Paris Brings The Red Carpet To Women, In Real Time

The Brand's Live Social Response Lab Will Empower Women To Be Their Own Beauty Expert And Create Red Carpet-Inspired Beauty Looks For Real Life Red Carpet Moments

NEW YORK, Aug. 25, 2014 /PRNewswire/ -- The fashion, hair styles, makeup and nail art that debut on the red carpet are highly anticipated and serve as a tremendous source of inspiration for women and their real life red carpet moments, such as an upcoming wedding, anniversary, birthday, job interview… the list goes on.  With this insight, L'Oreal Paris set out to create a communications campaign to immediately give women the tools and know-how to get the looks seen on the red carpet at-home, in real time.

L'Oreal Paris.

"As the world's largest beauty brand and the only one spanning across all beauty categories, L'Oreal Paris has the unique ability to translate the red carpet into a woman's everyday life," says Malena Higuera Senior Vice President Marketing, L'Oreal Paris.  "During the Emmy's red carpet we'll pair the most innovative digital technology, the most premium beauty products and access to the best experts, so that women can participate in the real time red carpet beauty discussions through social media and be empowered to create these looks for her own red carpet moments.  Our goal is to give women what they want – inspiration, service & education and empowerment to be their own expert so they can confidently personalize looks on themselves and ultimately shop L'Oreal Paris products with ease."

During the much-anticipated red carpet on Monday, August 25th beginning 2PM PDT/5PM EDT through 10PM PDT/1AM EDT, L'Oreal Paris will deploy a Live Social Response Lab, embarking on the most interactive beauty discussion ever for the brand.  The Live Social Response Lab will be staffed by Fashion Illustrator Katie Rodgers, who will create inspirational mood boards based on the trending red carpet looks, professional hair, makeup and nail experts and our new roster of Destination Beauty digital influencers. This dream team will engage women in the red carpet beauty conversation through a Twitter chat, driving to the Destination Beauty channel on YouTube for real-time video tutorials on popular TV characters and trending red carpet looks, as well as the L'Oreal Paris Makeup Genius App where women virtually try on makeup looks.  For a limited time of two weeks women can also try on looks inspired by some of the most popular Emmy-nominated TV characters on Makeup Genius.

The L'Oreal Paris Live Social Response Lab is a real-time NYC-based social media command center that was created in partnership with digital AOR R/GA. To join in and take part in the conversation, follow @LorealParisUSA on Twitter, Tumblr, Instagram and Facebook using #LorealParisLive and #GetTheLook.

About Destination Beauty
The red carpet inspired video, debuting on the YouTube Destination Beauty channel today celebrate the launch of the brand's revamped YouTube channel in partnership with Stylehaul – Destination Beauty, presented by L'Oreal Paris.

Following tonight's show, Destination Beauty will be updated regularly with a mix of premium and influencer-created content and will cover the brand's four product categories skincare, cosmetics, hair care and hair color. Visitors to the comprehensive channel can learn about new products, engage with real-time trends, tutorials, DIY and more from their favorite influencers all in one place. The ten Stylehaul influencers part of the program include DulceCandy87, Evelinicutza, LoveMelisaMichelle, Nitraab, HauteBrilliance, Liquidlinerlover, Sunnysideup1, Sccastaneda, XSparkage, and HelloKatyXO.

About L'Oreal Paris
The L'Oreal Paris division of L'Oreal USA, Inc. is a total beauty care company that combines the latest technology with the highest in quality for the ultimate in luxury beauty at mass. The L'Oreal Paris brand encompasses the four major beauty categories – hair color, haircare, skincare and cosmetics – and includes such well-known brands as Preference, Excellence, Feria and Healthy Look hair color; Advanced Haircare, Advanced Hairstyle, Elnett Satin Hairspray, EverPure, EverStrong, EverSleek, EverCreme, EverStyle, EverCurl and L'Oreal Paris Kids hair care; Advanced Suncare, Youth Code, Revitalift, Age Perfect, Ideal Clean, Ideal Moisture, Sublime Bronze and Men's Expert skincare; and the Colour Riche, True Match, Infallible, Visible Lift and MAGIC cosmetics collections, along with a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others. For more information on L'Oreal Paris and its brands, and to receive personalized beauty advice, expert tips and exclusive beauty content 24-7 (wherever you may be), check out www.lorealparisusa.com.

About StyleHaul
StyleHaul is a leading multi-platform marketing solution for global fashion and beauty brands with scale. StyleHaul, which is the largest fashion and beauty network on YouTube, helps to curate style-centric programming designed for the 18 to 34 year-old female demographic. StyleHaul is home to more than 4,500+ YouTube content creators and curators, across more than 62 countries and 150+ million network subscribers. StyleHaul has more than 60 million monthly unique visitors and is leading the next generation of fashion-forward influencers, who come to not only consume, but also to create, share and engage with their communities online.

About R/GA
R/GA, the agency for the connected age, develops products, services and communications to help grow our clients' brands and businesses. Founded in 1977, the agency has been a pioneer at the intersection of technology, design and marketing with work spanning web, mobile, social, retail, product innovation, brand development and business consulting for the connected age. R/GA has more than 1,400 employees globally with offices across the United States, Europe, South America, and Asia-Pacific and is part of The Interpublic Group of Companies (NYSE: IPG), one of the world's largest advertising and marketing services organizations. For more information on R/GA, please visit us at http://rga.com/and on Facebook and Twitter.

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SOURCE L'Oreal Paris

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