BEAUTY CARE

L’Oréal Paris releases new mascara, digital campaign

BY Jason Owen

NEW YORK — In celebration of its recently launched Telescopic Shocking Extensions mascara, a new mascara that delivers the look of lash extensions, L’Oréal Paris is kicking off a nationwide digital contest inviting consumers to snap and upload a photo to LorealGetNoticed.com for the chance to be named the next "face" of L’Oréal Paris.

Throughout the duration of the six-week contest, one lucky winner per week will have their photographed look featured in L’Oréal Paris’ Shocking Extensions Telescopic Mascara online campaign. The six weekly winners also will receive a year’s supply of Shocking Extensions Telescopic Mascara and qualify to win a chance at the grand prize. One grand prize winner will receive an all-expense paid trip to New York City to be photographed by a notable celebrity photographer and featured in a national print advertisement. Additionally, the grand prize winner will receive a five-year supply of L’Oréal Paris cosmetics. The grand prize winner will be chosen by a panel of top beauty experts, including L’Oréal Paris Consulting Makeup Artist, Billy B.

"Telescopic Mascara delivers the bold look of extensions in a mascara to deliver a dramatic and shocking look," says Billy B. "It’s going to be really fun to see all of the diverse and captivating beauty looks submitted for L’Oréal Paris’ #GetNoticed contest and campaign — I’m thrilled to be a part of it all."

While judges will be on the lookout for shocking lashes and beautiful, on-trend makeup looks, it’s important that photos convey attributes like confidence, composure, drive, energy and charisma — all qualities possessed by L’Oréal Paris’ diverse set of brand ambassadors.

Entrants can follow the below tips to ensure they are taking, selecting and uploading their most shocking, get-noticed beauty look:

  • Let lashes take center stage by applying a couple coats of L’Oréal Paris’ Telescopic Shocking Extensions Mascara. This will ensure lashes have ultra-high impact length and shocking intensity — no false lashes permitted!
  • Use a high-quality camera that will deliver a sharp-focus image full of detail. Look for the right lighting — the brighter, the better; but avoid too-bright sunlight that may cause squinting.
  • Enlist friends to help you identify your best angle. Shooting yourself head-on, or from a bit of a downward angle is usually the most flattering way to go.
  • Consider adding cool photo filters to up the drama and intensity factor.
  • Finally, closely follow the instructions on LorealGetNoticed.com to learn how to correctly post and crop photo submissions into the magazine ad format provided, so that judges can see why you should be the next face of L’Oréal Paris.

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Julep, social media-fueled beauty brand, gets funding boost from Silicon Valley firm

BY Alaric DeArment

SEATTLE — A growing beauty brand led by a former executive from Starbucks has secured more than $10 million in financing from a Silicon Valley venture capital firm.

Julep Beauty, founded by Jane Park, said it received $10.3 million in Series B financing from Andreessen Horowitz, led by former Netscape co-founder Marc Andreessen. Maveron — the venture capital firm co-founded by investor Dan Levitan and Starbucks chairman and CEO Howard Schultz — participated in the funding.

"I started Julep out of a passion for connecting with my sisters and girlfriends through beauty," Park said. "For me, beauty is about connection, not competition. So my vision is to bring a new social approach to the beauty industry by having a two-way conversation online with our fans, incorporating their ideas directly into our rapid product innovation cycle."

Park has grown Julep as a multichannel brand fueled by digital and social media, the company said, saying that "unparalleled innovation" and speed-to-market, coupled with vocal social media engagement instead of traditional marketing, have enabled it to produce more products in 18 months than any other beauty company. In that time, the company has launched 52 new beauty products, including mascaras, lip glosses and glycolic scrubs, as well as 186 nail colors.

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Olay seeks to reinvent Pro-X line with consumer contest

BY Jason Owen

NEW YORK — Olay, a Proctor & Gamble company, is holding a special online contest that seeks ideas and proposals to reinvent its Olay Pro-X line of skin care products.

Idea proposals can address any number of categories, including: the Pro-X story and how and where it is presented; the existing products and ideas on new Pro-X products; the packaging and the labeling; the Olay Pro-X shopping experience, whether it be live and in person, retail or online. Everything about Olay Pro-X is fair game, as long as it makes Pro-X more appealing to women.

Olay Pro-X products aim at higher-income women, professionals and entrepreneurs, ages 25 years and older. A team of Proctor & Gamble cosmetic scientists and world-renowned dermatologists will evaluate the ideas. The goal is to push the nexus of science and beauty forward and create a breakthrough that energizes the Olay Pro-X brand. The contest is open to residents ages 18 years and older who live in the United States or Canada.

A team of P&G top management executives and skincare experts will choose the winners. Participants also are invited to evaluate the designs in the competition online and assign a vote, and these community votes also will be a factor in winner selection.

The evaluation criteria are relevance to the contest topic, uniqueness, desirability, effort, inspiration, feasibility and "Wow! Factor."

The first-place contestant will garner a grand prize of $5,000 in cash; second place: $2,500; third place: $1,500; and fourth- through tenth-place winners will receive such nonmonetary prizes as P&G gift baskets and vouchers; and the MVP, or most valuable participant, will receive a special citation from the VP of Procter & Gamble North America. Winners will be announced on April 30, 2013.

For more information go to CoCreate-PG.com.

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