L'Oreal Paris begins The Brush Contest
Montreal-based cosmetics company L'Oréal Paris Canada has begun a promotion called "The Brush Contest." The initiative takes the form of a YouTube-based four-month search for a makeup designer. The contest will take place in 13 countries, including Canada, the US, France, the UK, Australia, Germany, Thailand, Italy and Turkey. The winner will receive a one-year contract with L'Oréal Paris and work as a makeup designer at events including the Cannes International Film Festival.
Canadian contestants can enter by creating a three-minute video tutorial on a makeup design based on the theme "Colour Clash." Videos can then be submitted online at <http://www.thebrushcontest.com>. Visitors to the site will vote for their favourite entries until Feb. 15, resulting in a list of the top 50 submissions. These will be evaluated by a judging panel of fashion experts. The Canadian winner will be announced on March 23, and will then go on to participate in the international final, which will take place in Paris in May. The Grande Finale event will also be broadcast live on YouTube.
The Canadian contest will be promoted with a campaign conducted in association with Bell Media television property ETalk. The entertainment news program will provide coverage of the contest including calls for submissions, profiles of the top five entrants and the winner, and behind-the-scenes coverage of the finals and the Cannes festival.
"This is the largest contest L'Oréal Paris has done to date, offering a once-in-a-lifetime opportunity to join the L'Oréal Paris dream team of makeup designers," said Hugo Thibault, public relations and digital director at L'Oréal Paris. "We are thrilled to partner with ETalk in this campaign to help us find our new makeup designer."