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Live online, digital effort during yesterday's Emmy's.
August 26, 2014
By: Christine Esposito
Editor-in-Chief
L'Oreal Paris gave women the tools and know-how to get the looks seen on the red carpet at-home, in real time, through its Live Social Response Lab yesterday during the Emmy’s. The Live Social Response Lab was staffed by fashion illustrator Katie Rodgers, who created inspirational mood boards based on the trending red carpet looks, professional hair, makeup and nail experts and L’Oréal’s new roster of Destination Beauty digital influencers. This team engaged women in the red carpet beauty conversation through a Twitter chat, driving to the Destination Beauty channel on YouTube for real-time video tutorials, as well as the L'Oreal Paris Makeup Genius App. Now, for the next two weeks, women can also try on looks inspired by some of the most popular Emmy-nominated TV characters on Makeup Genius. “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,” said Malena Higuera SVP of 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 and 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.” 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.
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