L’Oreal inspired by Luminato

Principal sponsor set up mini-spas, vintage hairdo stations and a traveling mural inspired by blog postings during the Toronto arts festival.

The 10-day Luminato festival, which wrapped up in Toronto yesterday, had some offerings beyond traditional music, dance, film and theatre – including free interactive events organized by principal sponsor L’Oreal.

Its Vichy brand presented a series of sun safety awareness activities at Harbourfront, including a discovery station where people could have their skin analyzed; a wall mural of sun and beach painted by children; and a photographer taking pictures of people’s skin which were later combined into a giant mosaic. ‘Everyone who participated will get the mosaic emailed to them,’ Vichy’s Laura Lovasik tells MiC.

In Yorkville, the Matrix brand held a Summer of Love-inspired caravan featuring ’60s hairdos, while Biotherm created a spa-like environment in BCE Place, where passersby could get hand massages. And artist Carlito Dalceggio created a moveable mural of images on Mercer Street inspired by postings to the blog www.inspirecarlito.blogspot.com. Across the street from Hotel le Germain, patrons could sip refreshments and get beauty tips at the L’Oreal Paris Terrace while watching Carlito paint the mural suspended on the hotel’s wall.

L’Oreal’s Marie-Helene Azar tells MiC the company was ‘very pleased’ with its Luminato presence and has already confirmed its participation in next year’s festival. ‘We’re very proud to have sponsored an event that brings culture and creativity to Toronto.’ The company worked with Montreal agencies Cinco and JSEM on the events.