REICHERT+ Communications
Berlinale 2019 x L’Oréal Paris

CasesBeauty & Health

7th of February 2019 to 17th of February 2019

Berlinale 2019 x L’Oréal Paris

From the 7th to the 17th of February 2019, L'Oréal Paris celebrated its long-standing partnership again as the official cosmetics expert at the 69th Berlinale with the slogan #ParisMeetsBerlin. In addition to red carpet styling and large red carpet appearances, the world's leading cosmetics brand provided further highlights: L'Oréal Paris opened a pop-up café from the 8th to the 17th of February, the Worth it! CAFÉ and set up their mobile make-up studio Cocobello at Potsdamer Platz.

In both locations print, online and TV editors were invited and able to meet the Women of Worth by L'Oréal Paris – Iris Berben, Heike Makatsch, Lena Meyer-Landrut and international brand ambassador Andie MacDowell. Some of the highlights were a private concert by Lena Meyer-Landrut, a talk between Stefanie Giesinger and Steffen Fischer from Gala.de, a reading with Iris Berben, which completed the concept of the pop-up café perfectly.

In addition, the consumers had the opportunity to get their make-ups done by experienced L'Oréal Paris make-up artists such as Val Garland, Miriam Jacks as well as to participate in workshops in order to get the full „Berlinale experience“.

Prior to the Place to B! Party, L'Oréal Paris also invited VIPs and influencers to get a professional hair and make-up styling in the glamroom by L'Oréal Paris in the Titanic Hotel Gendarmenmarkt. VIPs like Barbara Meier and Wolke Hegenbarth as well as influencers such as Lisa and Lena presented themselves in a perfectly styled manner on the red carpet of the Place to B! Party.

Implementation

Media acquisition, PR and media related work including interview acquisition, on-site support

Competences