For Golden Globes, L'Oreal Turns the Red Carpet into Real-Time Marketing With Shoppable GIFs

Awards show is 'our Super Bowl,' social team says

Build your own seamless purchase experience at Commerceweek, February 28-29. Gain strategies for consumer retention with immersive touchpoints, AI innovation and storytelling. Register now at 35% off.

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



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in