L'Oreal tries digital innovations during Cannes Film Festival 2014

As glamorous celebrities from around the world walked the prestigious red carpet at the famed Cannes Film Festival 2014, L’Oréal Paris the world’s biggest beauty brand gave every fan an opportunity to be a part of brand ambassador Sonam Kapoor’s Cannes journey through innovative digital and technological campaigns across all its digital properties.

Conceptualized and executed by digital marketing agency FoxyMoron, the ground-breaking technology innovations introduced during the Film Festival include viewing Sonam’s Cannes journey through a Google Glass at the venue and a unique opportunity to have Sonam join a Google Hangout with one’s friends circle known as ‘Hangout Surfing.’ Both of the above are first of its kind innovations

Through the pioneering use of the Google Glass, everyone viewed Sonam’s red carpet walk as closely as possible. Fans were in for a treat when they viewed exclusive behind the scenes moments captured through the Google Glass. Being a fashionista, Sonam Kapoor has always made stellar appearances on the red carpet, and her fans closely follow all the fashion statements made during the Festival. This year, the Google Glass gave each of them a chance to relive the Cannes moments like a true Diva across all the social media and digital platforms of L’Oréal Paris.

It is common knowledge that most brands, invite select fans to participate in Google Hangouts with celebrity brand ambassadors. However, this time around, Sonam Kapoor was invited by fans to join their already existing Google Hangouts and interacted with fans and consumers straight from Cannes. The Hangout Surfing by L’Oréal Paris is a first for any brand in India where a brand ambassador was invited to join the user/fan’s inner circle of friends!

Not only that, they also had first-hand access to the Bollywood beauty’s Cannes expedition from the time she began packing to her wardrobe trials, make-up sessions at Cannes, etc with a take-over of the brand’s official Twitter and Instagram accounts by her stylist and younger sister Rhea Kapoor. Over 18,000 Instagram followers were in for a surprising treat as Rhea shared their fun and beautiful Cannes moments, real-time.

Commenting on the pioneering and unique tech innovations, Manashi Guha, General Manager - L’Oréal Paris says, "Beauty is all about imagery, emotions and aspiration. Thanks to the digital medium we can let our consumers really dive into the world of the brand, and experience all its aspects. It has changed completely the nature of the contact between us and our customers. These initiatives help deepen L’Oréal Paris’s relationship with its customers by offering them new ways of interacting with our brand, its products and our brand ambassadors."

Harshil Karia, Co-founder, FoxyMoron, says, “As a world renowned beauty brand, the commitment L’Oréal Paris has to technology and innovation gives rise to unique marketing strategies on the online and offline mediums. Through the innovative use of technology – wearable and the Google Hangouts, it has been our aim to ensure that every fan of Sonam Kapoor and L’Oréal Paris is an integral part of the Cannes Film Festival.”

In addition to these tech innovations, L’Oréal Paris also introduced the ‘Get The Look’ web portal for fans in India to stay attuned with the latest make-up trends and innovative products on offer by L’Oréal Paris - https://getthelook.co.in/. Some of these trends have also been replicated on the brand’s digital platforms for very user to get the red carpet look, like never before.