The L’Oréal PR event at Airship37 event venue Toronto was filled with inspiration and enthusiasm for all the beauty tips and techniques shared with the new product lines from L’Oréal Hair and L’Oréal Makeup.

Cowan and Company, award winning boutique PR firm produced an exciting dynamic event.

The event was an opportunity to see the new Infallible Paints and test out the new colour palette. The Colorista hair product was presented and demonstrated to an excited audience of beauty bloggers and influencers.

“Colorista is L’Oréal Paris’ first semi-permanent haircolour that is co-createdwith top beauty bloggers. Washes out in 4-10 shampoos. Colour it. Wash it. Do it again.  No mixing required. No ammonia. No peroxide. Vegan formula.”

Demonstrations, hands on beauty stations and micro presentations went on simultaneously in the Hangar space at Airship37.

Sir John a brand ambassador for L’Oréal Paris gave a master class and offered advice and technique from his multidimensional experiences.

“Sir John, celebrity makeup artist and consummate visionary, uses the power of cosmetics to exalt women to their higher impact. Upon joining the L’Oréal Paris brand as Consulting Celebrity Makeup Artist in April 2015, Sir John is now able to empower even more women to become their most beautiful selves.”

The Gooderham lounge at Airship37 was a stylish setting for this intimate theatre style demonstration.

The L’Oréal Paris Infallible Lip Paint has a major new shade collection.

“One of our all-time favorite drugstore brands, is adding high-pigment lip paints to its Infallible line, and while the words “pigment” and “paint” don’t exactly sound moisturizing, you’ve got to try them to believe. They have the luster of gloss, the opacity of lipstick, and the feel of lightweight, creamy balm — quite the triple threat.”

“For their latest launch, they created 14 intensely bold hues. They stuck to their usual aesthetic with neutrals like Nude Star (a dark rose that looks amazing on all skin tones—more on that below) and Taupeless (a, well, taupe), but also included two shades of purple, orange, and blue. Domineering Teal and Navy Spy are true to their names, with the first one being a shade I have yet to see a prestige brand try”.

The event design was fun and interactive giving guests opportunities to be creative and share their experiences.

Ian Finn Grey designed and created a one of a kind paint by number mural for this event.

Berkeley Catering complemented the event design with creative dishes and comfort food choices.


Berkeley Catering

L’Oréal Paris Canada

Cowan & Company

Ian Finn Gray

photography Paul McNulty