L'Oreal Paris begins Game Face On campaign
L'Oréal Paris of Montreal has resumed a social media campaign for its Men Expert line of skincare products called "Game Face On." This will be the second year the company has conducted this initiative in association with the National Hockey League. Developed by Marketel, it encourages men to submit a photographic self portrait to the Men Expert website. Participants will be entered into a draw for a trip for two to the 2016 NHL Winter Classic game in Boston. Secondary winners will receive tickets to other hockey games and Men Expert products. The campaign will run on the brand's social media channels, as well as those of the NHL. L'Oréal Paris is a division of L'Oréal Canada.
"Putting your game face on is putting your best face on," said Jo-Ann Munro, creative director at Marketel. "Your ready-for-anything face. Your bring-it-on face. Your take-a-shot face. That's the idea behind this platform, encouraging NHL-loving guys across Canada to get their game faces on with Men Expert. Driving guys to take a shot and try the products out is where the skincare game gets interesting."