L'Oreal Paris Will Empower Women To Shape Its Emmys Coverage Through Crowdsourcing And Bring Them Behind-The-Scenes Like No Beauty Brand Has Done Before

NEW YORK, Sept. 17, 2015 /PRNewswire/ -- L'Oreal Paris, the official hair and makeup partner of the Television Academy, knows that the beauty looks that debut on the red carpet are highly anticipated by women everywhere.  But now, women crave more than just inspiration – they want expert education on how to achieve the top looks, behind-the-scenes access, and the ability to effortlessly create their own red carpet inspired beauty.  With this insight, L'Oreal Paris will empower women to influence its Emmys coverage through online crowdsourcing and experience exclusive access to the show through @LOrealParisUSA.

"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'Oreal Paris.  "By asking women what they want to see at the Emmys and then inviting them along for the ride as we at L'Oreal Paris step onto the red carpet and go backstage, we will create content that's meaningful and in-the-moment."

In the days leading up to the Emmys, L'Oreal Paris will embark on a series of red carpet beauty discussions with celebrity makeup artist Sir John (@SirJohnBLife), celebrity hair experts, Mara Roszak (@MaraRoszak) and Kari Hill (@KariHillHair), and Makeup.com Editor-In-Chief Amanda Flores (@Makeupdotcom).  Members of the group will take over @LOrealParisUSA on Twitter, share red carpet predictions and anticipated trends, and ask participants what they want to see and hear about during the Emmys.  L'Oreal Paris will also partner with a top Snapchat influencer to galvanize fans and give a sneak peek of events before the show. 

The night of the Emmys, on September 20 beginning 5PM EST, L'Oreal Paris will deploy Sir John as its official Emmys beauty correspondent.  He'll share unprecedented, exclusive red carpet and behind-the-scenes content on @LOrealParisUSA's Snapchat, Instagram, Twitter, Facebook and Pinterest channels. 

On September 21, L'Oreal Paris and its celebrity experts will report on the Emmy's top beauty trends and thoroughly deconstruct the hottest looks from the show.  To help fans create their very own looks at home, L'Oreal Paris has expertly curated a collection of the brand's most adored, classic red carpet essentials - The Icons Collection – currently available at Walgreens.com/LorealIcons and other retailers.  The collection includes: Colour Riche Lip Colour (30 years old); Voluminous Mascara (25 years old); True Match Makeup (10 years old); Elnett Satin Hairspray (55 years old); Excellence Haircolor (20 years old); and Revitalift Skincare (20 years old).

All are welcome to take part in the L'Oreal Paris Emmys conversation by following @LOrealParisUSA on Snapchat, Instagram, Twitter, Facebook and Pinterest using #LorealIcons.

About L'Oreal Paris:

The L'Oreal Paris division of L'Oreal USA, Inc. is a total beauty care brand dedicated to empowering women by offering the most luxurious and innovative products and services available in the mass market.  The brand's signature tagline, "Because I'm Worth It," was born in the United States in 1971 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L'Oreal Paris has been providing women around the world with products in four major beauty categories:  hair color, haircare, skincare and cosmetics. With L'Oreal's invention of hair color in 1909, the brand continues to serve as the leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Feria, Excellence Creme, Advanced Haircare, Advanced Hairstyle, Elnett Satin Hairspray, the Ever collection, and OleoTherapy. As the #1 skin aging expert worldwide, L'Oreal Paris provides scientifically-advanced skincare products that are clinically proven to address individual skin concerns through its renowned brands Revitalift, Age Perfect, and Sublime Bronze.  In 2014, L'Oreal Paris changed the way women interact with makeup by introducing Makeup Genius, an app that allows users to scan a L'Oreal Paris product or advertisement to virtually try on individual products or curated looks.  L'Oreal Paris' iconic cosmetics collections include Infallible, True Match, Colour Riche, Voluminous, and Visible Lift. For more information about L'Oreal Paris and to receive personalized advice, expert tips, and exclusive content , please visit www.lorealparisusa.com or follow on Instagram, Twitter, Facebook, and Pinterest @LOrealParisUSA.

CONTACT: Alison Brod Public Relations, 212-230-1800

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SOURCE L'Oreal Paris USA