L'Oreal paints product-placement pact
The Weinstein Co. and L’Oreal Paris have inked a two-year marketing and product-placement partnership, with the cosmetic company set to provide beauty products for the company’s pics plus co-host preems and other events.
In return, L’Oreal products will be integrated into storylines.
Promotional alliance unofficially kicked off Sunday, with L’Oreal sponsoring the preem of Jennifer Aniston/Clive Owen starrer “Derailed” in Gotham.
Deal was announced by Bob and Harvey Weinstein and L’Oreal president-general manager Carol Hamilton. They said the alliance furthered the natural association between the worlds of film and beauty.
According to the terms of the partnership, L’Oreal will be the exclusive beauty sponsor of all Weinstein Co. and Dimension Films U.S. premieres for two years, beginning in January. L’Oreal also will co-host special events, including any parties the Weinstein Co. throws for the Golden Globes and Academy Awards.
In addition, L’Oreal’s makeup and hair teams will support the promotion of all Weinstein Co. films.
L’Oreal products will be used by thesps in Weinstein and Dimension films, although the cosmetic company won’t provide makeup artists.
“While it may seem an obvious relationship, especially in the marketing world of omnipresent integrations, this relationship will be truly groundbreaking in its scope and vision,” Hamilton said.