PARIS, Oct 2 (Reuters) – L’Oréal Paris sent a bevy of models and dancers down a giant catwalk in the center of the French capital on Sunday, highlighting its hair and beauty products in a star-studded parade that was broadcast around the world on digital channels.
“A fashion show is a good way to show what we know how to do with hair color and makeup,” Delphine Viguier-Hovasse, global brand president of L’Oreal Paris (OREP.PA), told Reuters in an interview. .
Models including Camille Emilie Razat, Nikolaj Coster-Waldau, Eva Longoria, Gemma Chan and Soo Joo Park walked the runway, blowing kisses and twirling for photographers.
Andie MacDowell wore bright eye makeup and a shimmery, feather-lined dress, while Coco Rocha donned a chic electric green minidress with matching boots and her straight bob.
[1/5] Actress Kat Graham presents a creation during a public show organized by French cosmetics group L’Oreal as part of Paris Fashion Week, in Paris, France, October 2, 2022. REUTERS/Johanna Geron
Part of the L’Oreal group, which also owns Maybelline and Lancome, the brand is in the affordable luxury range, selling products ranging from shampoos to more sophisticated skin treatments, costing between 2.50 and 35 euros.
The public was invited to the event, which was also shown on digital channels such as Instagram, where it has 10 million followers, and TikTok.
“It is obvious that TikTok is a digital platform that has enormous weight among young people because it is a video platform, and we know that video is the most viewed format,” said Viguier-Hovasse.
The L’Oreal group has benefited from a strong post-pandemic uptick in demand for beauty products.
Information from Mimosa Spencer; Edited by Sandra Maler
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