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L'Oreal Paris begins Toronto film festival promotion

Cosmetics company L’Oréal Paris Canada has begun a promotion to coincide with the Toronto International Film Festival. The brand is the official beauty sponsor of the event. The initiative will include a number of activities intended to encourage “a national conversation on how women can advocate for each other and instill a greater sense of self-worth in themselves.”

The company will host an event on Sept. 10 at which four women not associated with the media industry will walk a red carpet with actors from the film “Harriet.” The women will include two honorees from the brand’s Women of Worth program a L’Oréal Paris Canada national contest winner and an online personality. The brand will also host an event on Sept. 11 at which television personality Marilyn Denis will interview actor Jan Fonda. Other elements of the promotion will include an installation operated in collaboration with augmented reality company ModiFace at which consumers can see themselves in five “red carpet looks.” An additional installation called the Red Carpet Beauty Suite will be operated in David Pecaut Square to offer makeup and hair styling services.

“We believe every woman deserves the red carpet,” said Milan Mladjenovic, general manager of L’Oréal Paris Canada. “This year, we are committed to inspiring and encouraging women everywhere to celebrate who they are and who they strive to be, everyday.”

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