L'Oreal, Rogers ready online reality series
By Adnews Staff
Rogers Media and L'Oréal Canada have formed an association to produce a new digital reality program called Canada's Best Beauty Talent. The initiative will consist of a series of online videos in which 12 contestants will compete in various hair and beauty challenges. The winner will receive a trip to Paris to visit L'Oréal head office, meet company experts and visit affiliated stores and salons. Secondary winners will be featured in Flare, Hello and LouLou magazines, attend the Toronto International Film Festival, and produce a blog at Chatelaine.com. The series, which will begin in April, will also be available on Rogers on Demand and Rogers on Demand Online. "Expanding upon the overwhelming momentum surrounding Canada's Got Talent, we were able to leverage our robust portfolio of assets and brands and create a unique opportunity that meets L'Oréal Canada's objectives as the leader in the beauty industry," said Jacqueline Loch, vice-president of client solutions at Rogers Media. "Canada's Best Beauty Talent brings the best in entertainment and beauty from Rogers Media and L'Oréal Canada in this first-class made-for-web series that is sure to excite and engage audiences nationwide." The promotion was developed in conjunction with ZenithOptimedia.