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L’oréal Paris. Igniting Beauty In Every Moment.


In 2012, L’Oréal Paris had been the chief sponsor of the L’Oréal Melbourne Fashion Festival for over ten years. Still, the iconic brand wasn’t doing enough to engage their customers in the digital space.


Relaunch L’Oreal Paris online during L’Oréal Melbourne Fashion Festival 2012 and deliver a campaign that not only helps build engagement with the brand, but also drive sales growth for their makeup portfolio.


“Igniting Beauty in Every Moment”.

A content-rich digital hub dedicated to L’Oréal Paris advocates and customers, taking them on a journey behind the scenes at LMFF through exclusive beauty and lifestyle content.


  • Over 128,000 video views
  • 34,000 new Facebook fans
  • Content was shared 27,000 times
  • A massive 2 million media impressions
  • An average of 16 minutes engaging with the campaign
  • Sales of L’Oréal products rose 9% during the event


“This campaign proved that online engagement with the right content can directly affect sales. As a result of the campaign L’Oréal has regularly featured in Australia’s Top 50 Social Brands, cementing their place as an authority in beauty and social media.” Sabir Samtani, Founding Director at REBORN.


L'Oréal Insider guide website shown on a desktop, iPad and iPhone

Two images showing the L'oreal Turn on the run way app on an iPhone

3 designs showing the daily update for 3 separate days of the L'Oreal Insider daily update on an iPhone