We posted up at our in-house digital production studio to create real-time animated Social Beauty Tutorials from the same vantage point as our viewing audience. Next door, strategists, writers, designers and media analysts monitored our channels, deployed the assets and engaged with fans individually. We began by teasing the live GIF activation on all channels, pointing to our new Tumblr as the home base. As A-listers walked the red carpet, our team responded by recreating the look with models and an army of hair, nail and makeup pro stylists to make a multi-frame step-by-step tutorial to be instantly published online.

The #LOrealParisLive activation established L’Oreal Paris as the go-to authority on red carpet beauty. While other brands and publications took a passive approach to red carpet activity, we tapped into the new needs of the digital woman tuned into the live event. During the course of the activation, we earned 21.8 million impressions and 234,000 engagements across channels. The on-the-ground nature of the lab gave our audience a fresh perspective on L’Oréal Paris as a key player in the social space, and a trusted source for innovative beauty content she actually wants.