On the occasion of the opening of Fashion Week in the French capital, L’Oréal Paris carried out a spectacular action in Madrid’s Plaza del Callao square consisting of a live broadcast of Le Défilé L’Oréal Paris, the fashion show organised by the brand as part of the opening of the event in Paris, and an activation in the square, which allowed attendees to apply make-up in situ and see themselves in the big time on the screen in Callao. The action achieved more than 178,000 DOOH impacts, great repercussion in the media and viralisation on social networks.

The broadcast attracted hundreds of people who did not want to miss the fashion show organised by the cosmetics firm and the dance show that accompanied it in the square. The attendees, including several influencers, were able to try out some of L’Oréal’s products on the spot with expert make-up artists and see themselves on the Callao screen posing in front of a reproduction of the base of the Eiffel Tower placed in the square.

Le Défilé L’Oréal Paris, which took place in the incomparable setting of the Paris Opera, was a tribute to female empowerment, diversity and sisterhood. The show was attended by many famous faces and L’Oréal Paris ambassadors from around the world, including Lima Grothe, Eva Longoria, Kendall Jenner, Cara Delavigne, Camila Cabello, Cindy Bruna, Viola Davis, Leila Bekhti, Yseult, Andie Mcdowell, Jane Fonda, AishWarya Rai, Liya Kebede, Aja Naomi King, Alia Bhatt, Marie Bochet, Beatrice Vio Grandis and Spanish influencer Lola Lolita.

Prodigious was responsible for the production of this incredible action and Publicis conexión by Zenith, the bespoke solution created for L’Oréal Spain and Portugal, for the media management.