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Translated by
Nicola Mira
Published
Sep 14, 2016
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L'Oréal Paris opening first store in France

Translated by
Nicola Mira
Published
Sep 14, 2016

On 29th September L'Oréal Paris will open its first French store at 62 rue Caumartin, in the city's 9th arrondissement, on the occasion of Paris Fashion Week, of which the international beauty giant is a partner. L’Oréal Paris will showcase within the store its entire make-up range of 600 items, of which 150 exclusive to the store.


The L'Oréal Paris store - L'Oréal Paris


Each month it will in fact be possible to discover in-store an exclusive make-up collection, with six looks available in special box sets. The store will also play the digital card, a must of course, focusing on its 'Genius' app, allowing all its make-up products to be tested virtually, via augmented reality. The app can now trial nail varnish too.

"The opening of our store at the time of Fashion Week is a key moment for the brand. It is built around a Parisian backstage concept, allowing us to clearly express what makes L'Oréal Make-up Designer/Paris unique: French expertise, in which fine craftsmanship meets creativity, embodied by our many exclusive looks and products," stated Mehdi Khoubbane, General Manager of L'Oréal Paris France.

To boost visibility right from its first week in business, each evening the store will host a meeting with one of the label's brand ambassadors, such as Karlie Kloss, while Karim Rahman, the leading make-up artist at L’Oréal Paris, will hold a masterclass - the events to be broadcast live on the label's social media.
 
It is a way for L’Oréal Paris to pave the way for its retail expansion in France, an expansion which in the last few years has already kicked off abroad, for example in Italy.

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