L’ORÉAL PARIS “INFALL-A-THON”
L’Oréal Paris tapped Industria Creative to help mark the social media anniversary of its wildly popular Infallible Fresh Wear Foundation
Client
L’Oréal Paris
Market
Los Angeles
Line Of Business
Infallible Foundation
Snapshot
TikTok IRL Event, Livestream
Infallible Fresh Wear Foundation originally wentviral on beauty TikTok, with countless users demonstrating its must-try coverage—the holygrail when it comes to word-of-mouth advertising.
To celebrate the milestone we created an all-day “Infall-A-Thon” pop-up at The Grove in Los Angeles, presenting a live (and live streamed) 12-hour staged show complete with spin art using the foundation’s shades, a performance by contortionist Sarah Childs (aka Stretchy Sarah) and a cheerleading routine with Gabi Butler, as well as panel discussions, makeup tutorials and meet-and-greets.
Further, we collaborated with brand creative director and celebrity makeup artist Sir John, L’Oréal League member Witney Carson and Right to Be co-founder Emily May as part of the curated and interactive day of programming. Popular beauty creator Mikayla Nogueir, who was integral to the product’s early success, showcased the foundation in a signature “get-ready-with-me” tutorial live on stage.
With TikTok engagement as the priority, Industria Creative designed a series of video-first content creation vignettes that leveraged TikTok trends including a giant faux swimming pool with branded floaties and an outdoor Parisian café set.
The brand live-streamed the event on its TikTok channel with 335,000 people joining in addition to the over 500 in-person attendees.
