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When Golden Globe nominee Julianne Moore walks down the red carpet during Sunday's award show, social media will blow up about what she's wearing. And alongside the chatter, Twitter users could see something new in their social stream: a L'Oreal Paris-branded GIF recreating her fashion look.
The beauty brand is setting up an elaborate digital hub—called a "shoppable social commerce center"—in a studio in New York this weekend. Social teams from L'Oreal Paris and agency R/GA will work with eight style influencers and five models to pump out social content in real time during the award show's TV