COVID-19 put a stop to live beauty events and beauty counter shopping, a big problem for L’Oréal as 95% of their luxe brand sales stem from offline purchases.

To recreate the in-person experience, Wavemaker launched a virtual beauty festival, merging livestreaming and ecommerce with social to encourage trial and drive growth.

Eight L’Oréal brands took part in the world’s first virtual beauty festival on Facebook. Over 12 hours, each had 90 minutes to promote its products, with celebrities and influencers hosting giveaways and flash sales.