With the announcement last week of Canadian Idol‘s massive countrywide talent search, L’Oreal and CTV also inked a deal for the cosmetics company to return for its third season as the show’s lead sponsor. The sponsorship will be similar to previous years with L’Oreal products and stylists featured during the show (as well as at the auditions) in addition to traditional media spots.
L’Oreal is moving the focus away from product placement to organic integration. The use of specific L’Oreal products will evolve as the show does with stylists working with the contestants to produce unique looks characteristic to each performer. L’Oreal will also have a strong backstage presence with its in-house stylists providing self-help beauty expertise so that each performer and audience member can recreate the looks at home using L’Oreal products.
