French make-up brand Elle Makeup is launching ‘Opération Casting’ in France to look for a face for the brand.
Elle Makeup is sold through the Monoprix department store chain, and from 26 March-11 April, would-be faces can put themselves up for consideration by going to a participating Monoprix store. There they can have their make-up applied and photograph taken by professionals. Contestants are then sent the photo by email, which they need to post on image sharing site Instagram, with the hashtag #castingmakeupelle and ask for votes from the general public.
Ten stores are taking part - half a dozen in Paris, and one each in Lyon, Cannes, Marseille, and Toulouse. Each store will hold the auditions on only one day, between 11.00am and 7.00pm, and Enzo, the make-up artist brand ambassador for Elle, will be present at the auditions.
The ten girls with the greatest number of ‘likes’ on Instagram will be put before a jury, who will decide on an overall victor - she wins a photo session with a top photographer and a backstage visit to Elle magazine. Elle Makeup, which is manufactured by Maesa, wishes to position itself as the first accessible luxury make-up brand.
“Elle Makeup is the only brand that is aspirational while remaining close to women and their problems in daily life,” Justine Lavergne, Director of Marketing for Elle Makeup, told Cosmetic Business. “That is why we chose a little-known model at launch, who embodies the iconic looks of the three lines: Nude, Chic, and Fashion. Every woman can recognise herself in one of these three looks. This large casting session is an opportunity to discover the Elle Makeup brand. Elle beauty is multifaceted, and it is perfectly expressed through the diversity of the participants.”
