The Golden Globes sponsorship is one of psychographics, more than GRPs. The sponsorship enables L’Oreal to enhance its glamorous and prestigious image among consumers and most importantly, to reinforce L’Oreal’s image as a trend leader. A true case of the whole being greater than the sum of its parts, this event showcases the individual products and works together to enhance the L’Oreal image, while, we believe, successfully breaking through media clutter. A multi-tiered media program, also tied closely with PR and sales promotion, was used to make the sponsorship a true success.Television: Seven television units with the Golden Globes broadcast with billboards announcing L’Oreal as an official sponsor. Sponsorship of the pre/post show on E! Cable network. Exclusive beauty category sponsor of the NBC’s Golden Globes Dateline Special airing two nights prior to the event. Print: Sponsorship of pre and post editorial sections in InStyle Magazine. Insertion with premium position in the Golden Globes event program. Sweepstakes, “All Eyes On the Globes”, in-book and on-line with on winner selected at random to win a celebrity makeover in Hollywood. FSI coupon drop on the Sunday of the Awards show. On-line: Links from both the In Style and E! Websites to www.lorealparis.com. Added Value: Product distribution in gift bags at ceremony and sponsorship of In Style Golden Globes “after party”. L’Oreal sponsorship of the Ladies Lounge area at the Beverly Hills Hilton with L’Oreal professional staff supplying touch-ups to stars/attendees using L’Oreal productsL’Oreal touch-ups provided at Vanity Fair after partyPR/Press Coverage: Mentions of L’Oreal touch-ups and custom gift E! host Joan Rivers on the Pre/Post show. Us Weekly pick up of the 18 carat gold encased lipstick given to female nominees.Results:The Golden Globe Awards are now second only to the Academy Awards in stature with continued ratings growth, generating a tremendous amount of media coverage around the event itself. This sponsorship serves to strengthen the association between L’Oreal and their spokes models as Andie MacDowell, Heather Locklear, Jessica Alba, Beyonce Knowles and Jesscia Biehl all attend.Twice in recent memory honorees have been late on stage to accept their awards as they were detained in the Ladies Lounge having their hair/make-up touched up by the L’Oreal professional staff and even mentioned it when they arrived on stage! In more measurable terms, the multi-brand Golden Globes themed FSI distributed on the day of the Golden Globes broadcast has the highest redemption rate of any throughout the year. The effectiveness of the sponsorship is also seen in the increase in dollar volume across all L’Oreal segments. Nielsen figures for the 4 week period ending January 26th and February 23rd were up significantly for Cosmetics (+1%, +9%), Hair Color (+14.4%), Care (+7%) and Skin Care. The media team continues to evaluate and negotiate additional venues to take this hugely successful sponsorship even further. For example, this year for the first time through an added value program with Vanity Fair magazine, L’Oreal was able to bring their professional staff the infamous VF after party and have the invaluable opportunity to continue to touch up the celebrities attending. Each year the media commitments are reassessed to ensure their efficiency and specific contribution to the program. The Golden Globe awards embody the true essence of the L’Oreal brand. They represent beauty and glamour and sophistication. For each of the last 7 years, L’Oreal has been the exclusive Hair Color, Care, Cosmetics and Skin Care sponsor of the Golden Globes Awards on NBC and on-site at the event.

The 2001 and 2002 sponsorships were built to an even larger scale with integrated multi-media support, surrounding the consumer with L'Oreal messages before, during and immediately after the broadcast (via magazine advertorial, in-store promotion, on-line, celebrity sampling, makeup artist publicity and of course, TV advertising).

The media team continues to evaluate and negotiate additional venues to take this hugely successful sponsorship even further. For example, this year for the first time through an added value program with Vanity Fair magazine, L’Oreal was able to bring their professional staff the infamous VF after party and have the invaluable opportunity to continue to touch up the celebrities attending. Each year the media commitments are reassessed to ensure their efficiency and specific contribution to the program.