L’Oréal Paris has partnered with premium fitness club 1Rebel in the UK for an extensive activation centred on the cosmetic brand’s newly launched Telescopic Extensionist Mascara.
The move marks L’Oréal Paris Cosmetics' biggest collaboration in the country to date and will see the brand sponsor 480 public weekday classes across 1Rebel’s 12 London locations throughout February.
Reformer class ‘Extend with L’Oréal Extensionist’ and ‘Lift with L’Oréal Extensionist’, a reshape class, aims to target 8,000 consumers, specifically targeting core young professionals.
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The month-long partnership allows the brand to target this audience where they already spend time “in a way that feels authentic to their lifestyle and routine”, Andrea Quercio, L'Oréal Paris’ Makeup Eye Product Brand Manager, told Cosmetics Business.
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