As the world’s biggest beauty brand, it’s only natural that L’Oréal Paris has a deep history in red carpet beauty, from the Cannes Film Festival to the Emmys awards. Now they’re taking it up a notch by celebrating this year’s Emmys awards, on September 20th, by crowdsourcing through social media to provide customized red carpet beauty coverage on demand. L’Oréal Paris has been the official hair and makeup sponsor of the Emmys for years, and now viewers can follow @LOrealParisUSA and use #LOrealIcons to chat, join Twitter parties, take beauty polls, influence content, and learn how to recreate celeb beauty looks at home. “This year L’Oreal Paris has turned the tables and is asking women first what they want to see on the red carpet, which is unique because I rarely hear that perspective,” says Sir John, celebrity makeup artist for L’Oreal Paris. “I am excited to see what comes out of the Twitter chat and learn what resonates with fans.”
“We know women yearn to experience the glamour of the red carpet, and during this year’s Emmys, we are most eager to unleash the power of social media to deliver on that want,” says Malena Higuera, Senior Vice President of Marketing, L’Oréal Paris. “By inviting them along for the ride as we at L’Oréal Paris step onto the red carpet and go backstage, we will create content that’s meaningful and in-the-moment.” While fans and followers will make their requests through social media to determine the brand’s Emmys red carpet beauty coverage, they’ll also have access to L’Oreal Paris’ celebrity hair and makeup experts. In addition to Sir John, L’Oreal Paris hair experts Mara Roszak and Kari Hill will participate in Twitter parties hosted by Editor-In-Chief of Makeup.com, Amanda Flores. They’ll dish on red carpet predictions, trends, and share tips.
During the Emmys, Sir John will be the brand’s official beauty correspondent, sharing behind-the-scenes backstage content on @LOrealParisUSA Snapchat, Instagram and Twitter. ”As an artist, so much of my job is to perfect women before they walk the red carpet, so to be with L’Oréal Paris live at the Emmys experiencing the vibe on the other side as a correspondent is something I am looking forward to,” says Sir John. “Being active in social media is constant for me, and the professional beauty world is something that I’ve always felt women and aspiring talent deserve to have some visibility into. Because of social media, there is a breadth of inspiration and information that is now available that wasn’t when I was coming onto the scene that I wish had been.”
Participants can win red carpet beauty essentials from their Icons collection (available at Walgreens), made up of their classic products that have been industry standards for decades, including their 55-year-old Elnett Satin Hairspray—3,000 bottles are sold every day, and their Voluminous Mascara—a whopping 8.9 million are sold annually. “No question that Voluminous Mascara is an iconic beauty product,” says Sir John. “You would be hard pressed to not find it in any professional makeup artist’s kit, but what I love about it most is it’s widespread appeal. I remember my mother—who is not a professional, but is and was the most glamorous woman I know—using that tube of mascara, which is one of my earliest memories of her.”