When I was first acquainted with the world of fashion and beauty three years back little did I know how complicated and uber competitive market it is to serve. If I say it is a jungle out there it wouldn’t be wrong.There are atleast 5 types of mascaras and 3 types of nail paints sold by L’Oreal alone. So, the brands have come up with ingenious ways to not only shield against competition but make themselves relevant, L’Oreal Paris this particular time deployed an interesting tactic to promote their make-up range not as individual products but in combinations achieve a certain look.
They did this by presenting L’Oreal Paris Spring Summer 2013 looks in a small fashion presentation recently.To re-assert their association with fashion (they do PFDC Bridal Week otherwise) they made this ‘showcase’ into a small fashion show kinda brand activation with 4 ‘leading’ fashion designers; Deepak Perwani,Sadaf Malattere, Sana Safinaz and Shehla Chatoor at Dolmen Mall – Clifton [Karachi] on Wednesday, 12thof June 2013. Fashion presentation basically meant it was a small fashion show featuring models such as L’Oréal Paris Spokesperson Mehreen Syed, Iraj Manzoor, Amna Ilyas, & Rabya Chaudhry to name a few.
I loved Shehla Chatoor‘s clothes and Iraj walked the most amazing of the all models despite the fact that her dress almost came off on the runway she maintained amazing poise and grace. Besides the unveiling of these looks L’Oreal Paris also launched their Revitalift Total Repair 10 BB Cream, which is a a unique treatment that provides a flawless complexion with the additional benefits of anti-ageing skincare. The lightweight formula intensely moisturises your skin and fights the 10 signs of ageing to leave your complexion glowing, your imperfections covered, your dark circles concealed, your skin tone more even, your skin texture refined, your wrinkles reduced, your skin firmer, your dark spots reduced, and your skin protected from UV rays.
Overall it was a good exercise for a brand that comes across as too premium for a lot of people, it highlighted how one can use different products from them to achieve these 4 key looks of the season. But it would have been better if they used normal people in the mall to create these 4 looks on them rather than having models prance around in designer duds.
Special thanks to Umairica for the photos