AToMiC: Rogers and L’Oreal Canada launch beauty series

L'Oreal Canada's CMO tells MiC the launch of "Canada's Best Beauty Talent" stemmed from sponsorship talks for Canada's Got Talent.

Rogers Media and L’Oreal Canada have teamed up to search for the most talented hair and makeup artists in the six-part series Canada’s Best Beauty Talent.

The series will air following Canada’s Got Talent on Rogers on Demand and Rogers on Demand Online, and was created with ZenithOptimedia as an alternative to becoming a sponsor of the talent search series, Marie-Josée Lamothe, VP and chief marketing and corporate communications officer of L’Oréal Canada tells MiC.

“We met with Rogers and they were talking with us about becoming a sponsor for Canada’s Got Talent, but we told them we wanted to do something that would be both cross-platform and more customized for our beauty brands,” she says.

The series will target all beauty lovers in Canada, says Lamothe, whether they are consumers or working in the industry, and will utilize five of L’Oreal Canada’s brands – Lancome, L’Oreal Paris, Kerastase, Lancome Paris and L’Oreal Professional.

All content for the series will be created by Rogers Media and used across its platforms, says Lamothe.

“The objective of the program is to create beauty content that is relevant and useful,” she says. “It will show behind-the-scenes content as well as how to create makeup and hair looks.”

The grand prize winner of Canada’s Best Beauty Talent will be flown to Paris for a customized prize based on their area of expertise, says Lamothe. The winner will also be featured in Rogers Media magazines, including Flare, Hello! Canada and LouLou and create a beauty blog on

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