two Carlin Trends Office experts decipher this huge parade

Designed to be visible to as many people as possible from the port, the parade benefited from a temporary stop of river traffic during the show, such as the 2017 edition on the Champs-Élysées, for which traffic was interrupted. .

The Paris L & # 39; Oréal Parade 2018 on the Seine

Ambre Venissac, marketing manager for women and beauty, and Pascale Briand, lingerie stylist, head of the lingerie and beauty salon, Carlin Trends Office, have deciphered the phenomenon:

AMBRE Venissac and Pascale briand have deciphered the phenomenon:

Why choose brands for excessive shows?
Today there is a preference for the spectacular, the disproportionate, such as the scenery that Chanel shows or the recent performance Yves Saint Laurent who installed his stage on the fountain of Trocadero on September 25th and gave the impression that the models ran on the water.

Show L & # 39; Oréal 2018: actress Andie MacDowell

L & # 39; Oréal 2018 Show: Actress Andie MacDowell


The installation of this stage, which runs 60 meters on the Seine, requires the stop of the river traffic. and there will be personalities and influencers (models and muses of the brand). Why so? Needless?

In addition to a commercial tool, the parade is more and more a lever for strategic communication. It makes it possible to transfer the DNA of the brand and create the buzz, at a time when there is competition between houses. Faced with the frenzied rhythms of fashion to fight against saturation, the parade is decorated with a thousand fires. But this spectacular surplus in theatricality, excess and attention to the decor is sometimes at the expense of the creations. We must pay attention to the excesses of fashion, it is the other side of the picture!

Show L & # 39; Oréal 2018: The actress Elle Fanning

L & # 39; Oréal 2018 Show: actress Elle Fanning

© Michel Euler / AP / SIPA

What is the brand looking for?
In the case of L & # 39; Oréal, it is about conveying the philosophy of the group and embodying its values ​​(accessibility, trend, Paris). It is a quest for recognition to be part of the fashion scene, but it is also a way to create attractiveness and desirability by offering an experience, an entertainment that marks and fascinates the spirits.

Show L & # 39; Oréal 2018: actress Louise Bourgouin

L & # 39; Oréal 2018 Show: actress Louise Bourgouin


Why would you open the show to the public?
It is consistent with the DNA and the brand's mission which is beauty for everyone & # 39; promotes. The exclusive is included. Do not forget their slogan: "Because you're worth it".

Why is this beauty brand affiliated with fashion designers?
Playing the synergies of beauty and fashion makes it possible to position itself as a fashion brand in the mind of the consumer. 70 looks were conceived by Val Garland and Stéphane Lancien. Note the recent collaboration Isabel Marant and L & # 39; Oreal: she is an iconic and iconic designer. The collections of autumn-winter 2018-19 from the makers of the partners are worn by the muses L & # 39; Oreal (She Fanning, Eva Longoria …).

Show L & # 39; Oréal 2018: the Eva Langoria model

L & # 39; Oréal 2018 Show: the Eva Langoria model

© Alain JOCARD / AFP

What is the importance of social networks in this type of event?
Private events become public and can reach consumers beyond fashion professionals. Social networks change the mechanics of fashion shows and are vectors of new opportunities. These are activation relays that provide even more recording power: more press and commercial benefits thanks to this live transcription in more than 70 countries.

A floating stage of 60 meters on the Seine

Under the Musée d & # 39; Orsay there is a long floating stage of 60 meters long. The guests and the public who settled on the quays, wait for this Sunday, September 30, under the beautiful autumn sun. A large boat, in the colors of l & # 39; Oréal, in which fortunately few people are installed, is located along the stage. The countdown has begun.

"A score of branded muses accompanied by different models are present," said Samy Cheddadi Communications, Influence & Events Manager who added that "it is the opportunity for us to honor women and beauty in all their diversity, a value that our brand close to heart (…) with women but also men, profiles of all ages, all from different universes, a real moment of community with the public. "

Show L & # 39; Oréal 2018: the boat is located along the floating stage

L & # 39; Oréal 2018 show: the boat is located along the floating stage

© Michel Euler / AP / SIPA

The biggest models – Bianca Balti, Thylane Blondeau, Maria Borges, Elle Fanning, Luma Grothe, Davika Hoorne, Sonam Kapoor, Liya Kebede, Aja Naomi King, Doutzen Kroes, Longoria Eva, Andie McDowell, Soo Joo Park, Nikolaj Coster Waldau, Ming Xi, Duckie Thot and Marie Bochet – roam the stage.

Show L & # 39; Oréal 2018: Paralympic champion Marie Bochet

L & # 39; Oréal 2018 Show: Paralympic champion Marie Bochet

© Alain JOCARD / AFP

"This parade fulfills an ambition: celebrating Paris and showing the different facets.To do this we worked with ten talented fashion designers who attended the Paris Fashion Week between big names and emerging talents, each of which re-interpreted the codes of Parisian chic in 70 looks We find the collections of the makers Ami, Atlein, Balmain, Elie Saab, Esteban Cortazar, Giambattista Valli, Isabel Marant, Jacquemus, Off-White and Sonia Rykiel Paris " Samy Cheddadi Communications, Influence & Events Manager.

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