L’Oréal inspires in Cannes: glamor, innovation and beauty trends!

L’Oréal inspires in Cannes: glamor, innovation and beauty trends!

On Friday evening, May 24, 2025, there is a lot of hustle and bustle in the five -star hotel Martinez in Cannes. Schaukeigen have gathered behind barrier grilles, while film stars like Simone Ashley pose on the roof terrace of Suite number 130. L’Oréal Paris, sponsor of the Film Festival in Cannes for 28 years, takes the opportunity to put yourself and its products in the spotlight. With an annual turnover of over 7.5 billion euros, the brand generates a range of five billion through the event and achieves an estimated advertising value of around 350 million euros

The social media presence of L’Oréal Paris should not be underestimated; With an interaction rate of 10 %, the brand established a strong connection to its target group. The brand presents exclusive insights into the styling of its ambassadors and offers make-up tips, which has contributed to the high demand for its beauty videos. Last year, views rose by 90 %worldwide. Delphine Viguier-Hovasse, who has been at the head of L’Oréal Paris since 2019 and wants to move to the board of the L’Oréal Group, has a clear vision for the growth of the company, especially in China, where L’Oréal Paris is the market leader among the mass brands

The beauty innovation in focus

As part of the Cannes Film Festival, L’Oréal Paris presents the new beauty season and gathers 30 international beauty artists. Under the direction of Val Garland and Stephane Lancien, the team of experts creates iconic looks, which hug the beauty in all its facets. Lumi Glotion and the Panorama Mascara include the latest products presented at the Film Festival. The L’Oréal Paris ambassadors set accents on the red carpet, where they impressively appear with their extraordinary make-up looks.

In addition, the brand organizes a live talk show event on the Cannes beach, in which sizes such as Jane Fonda and Isabelle Adjani are the focus. Some segments of this talk show are produced in Mandarin and published on Alibabas Tmall, which underlines the international range.

strategies in a dynamic market

l’Oréal uses the festival not only for promotion, but also to create content for social media such as Instagram and Weibo. Pierre-Emmanuel Angeloglou, global brand president of L’Oréal Paris, underlines the relevance of direct contact with consumers and synergy between beauty and cinema. In order to adapt to the changed markets, L’Oréal has also set up a two-storey video studio on the beach to continue to produce appealing content that increases consumers' commitment.

In the face of increasing competition, especially through local brands and social media-driven companies, the marketing strategies of L’Oréal adapt their approach. Online sales made up over a third of total sales last year, with sales in China in 2022 being around $ 2.6 billion. The brand has recognized that partnerships with influencers and beauty bloggers contribute to increasing sales in the make-up segment.

The adaptation of their strategies to the e-commerce trends, especially in China, shows the commitment of L’Oréal to further expand the positioned “affordable luxury brand” and to strengthen their brand internationally.

With its multifaceted approach, L’Oréal Paris shows how the connection between beauty, cinema and innovative marketing has not only become a trend today, but has become a necessity.

For more information: FAZ , l’Oréal Paris , Business of Fashion .