Parade of glances | Hyperexperience for L'Oréal Paris at MB Fashion Week 2024




L'Oréal Paris is a leading French multinational in the cosmetics and beauty sector, founded in 1909. It offers hair care, skin care, makeup and fragrance products under brands such as Garnier, Maybelline and Lancôme. It is recognized for its innovation and commitment to sustainability and diversity.


To raise awareness of its new "Panorama" mascara both at the physical event and on social media through content generated by attendees.


Interactive Solutions

Technology to impress at MB Fashion Week 2024

The 79th edition of Mercedes Benz Fashion Week once again turned Madrid into the capital of international fashion and design. And in this context, L'Oréal Paris, as main sponsor, wanted to revolutionize the experience of visitors to its stand by giving them the opportunity to feel like real models in their own particular fashion show.

This is how DeuSens Hiperexperiencia was entrusted to design and develop the "Parade of glances", an interactive experience, which revolved around the launch of its new Panorama mascara, and which allowed users to get a video in reel format parading in the L'Oréal Paris stand, edited and prepared to upload directly to their social networks.

How did this Hyperexperience work?

The "Parade of looks" consisted of a digital creation space in which attendees tried the new product and went up to the L'Oréal Paris catwalk to parade, feeling like models for a day, and show the effect of the new Panorama mascara. As a technological partner, DeuSens was in charge of participating in the technical deployment, working in collaboration with the design and assembly team of the stand.

By means of 3 cameras, installed at different angles of the catwalk and the L'Oréal Paris stand, each visitor was captured showing all their modeling skills while they paraded. Subsequently, the algorithm created automatically generated a video reel, already edited with various cuts, effects and music.

Once the visitors finished parading down the L'Oréal Paris catwalk, each one could see their own generated videoreel through an interactive screen and download it through a QR code, ready to be published on their social networks.

Innovation to empower and advocate for diverse beauty

After 25 years supporting the fashion industry in Spain, L'Oréal Paris still wanted to surprise the public and innovate with new ways to present the latest trends in beauty, for everyone under the slogan "Because you're worth it".

And this is how, innovating and implementing new technologies was essential to continue capturing the attention of attendees in the campaign for this edition of MB Fashion Week 2024, focused on showing the benefits of its new Panorama mascara and positioning it as the best on the market.

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