L’Oreal Paris hosts a glamorous catwalk presentation during Fashion Week.

PARIS, Oct 2 (Reuters) – L’Oreal Paris sent models and dancers down a giant runway in the heart of the French capital on Sunday, focusing on its hair and beauty products in a star-studded show that flashed across the world on digital channels.

“The fashion show is a great way to find out how we do with hair color and makeup,” Delphine Viguier-Hovasse, global brand president of L’Oréal Paris (OREP.PA), said in an interview.

Models including Camille Emilie Razat, Nikolaj Coster-Waldau, Eva Longoria, Gemma Chan and So Joo Park strutted down the catwalk blowing kisses and swaying for photographers.

Andi McDowell sported glittery eye make-up and a shimmering feathered dress, while Coco Rocha wore a sleek electric green mini dress with strappy boots, her bob cut straight.

Part of the L’Oreal group, which also owns Maybelline and Lancôme, the label is positioned in the accessible luxury range, selling products that include shampoos for more complex skin treatments, from €2.50 and around €35.

Members of the public are invited to the event, which will be seen on digital channels including Instagram and Tiki Talk, where he has 10 million followers.

“It’s clear that TikTok is a digital platform with a lot of weight with young people because it’s a video platform – and we know that video is the most viewed format,” Viguier-Hovasse said.

The L’Oreal group is benefiting from a strong and resurgent demand for beauty products after the pandemic.

Reporting by Mimosa Spencer; Editing by Sandra Mahler

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