L’Oréal Paris plans Cannes festivities to celebrate 20 years of partnership

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Official festival partner, L'Oréal Paris, will be celebrating two decades as the Cannes Film Festival's official makeup artist at this year's edition, May 17 to 28. As well as treating beauty fans to a behind-the-scenes look at festival life with exclusive content, the brand will be celebrating its milestone with two new events at the festival itself.

L’Oréal Paris – official makeup artist of the Cannes Film Festival for 20 years – is giving fans a taste of life backstage at this year’s event, whether they’re heading to the Riviera in person or following online.

A pop-up makeup store

May 17 to 28, 2017, L’Oréal Paris will open a pop-up makeup store on the famous Croisette strip in Cannes, allowing festival fans to enjoy the brand’s various services and check out new products and makeup trends.

Inspired by the brand’s makeup-only store in Paris, this pop-up will be open to the public during the festival fortnight, showcasing the firm’s expertise when it comes to creating colors and red-carpet beauty looks. The store will offer free star-style red-carpet makeovers. A selection of L’Oréal Paris products – including a special edition Color Riche lipstick designed for the 20th anniversary – will also go on sale during the Cannes Film Festival.

Cannes classics open-air screenings

L’Oréal Paris will be bringing open-air movie screenings to this year’s festival. Anyone heading to Cannes will be able to watch a selection of movies presented at the French film festival over the last 70 years. Every evening during the festival fortnight, stars of the big screen and L’Oréal Paris brand ambassadors – such as Susan Sarandon, Julianne Moore and Sonam Kapoor – will share their favourite films with the public.

Beauty fans who won’t be in Cannes for the event can get a glimpse backstage via the brand’s various social media channels: Facebook, Snapchat, Instagram, Twitter and YouTube.

Like every year, L’Oréal Paris brand ambassadors will be taking to the Cannes red carpet to walk the steps to the Palais des Festivals. Eva Longoria, Maria Borges, Lara Stone, Thylane Blondeau and Barbara Palvin are expected this year. The brand will also reveal a new ambassador – an internationally renowned actress – at the 2017 Cannes Film Festival.