L’Oreal Paris is leveraging the insight that the brand always sees a lift in makeup sales during the Toronto International Film Festival to launch a limited edition L’Oreal Paris Collection Privee alongside this year’s festivities.

The campaign promoting the line of neutral tones, which will be available in store starting Aug. 30 until the end of the festival on Sept. 15, features media by ZenithOptimedia and creative from Marketel and includes print ads in the September issues of Elle Canada, Elle Quebec, Fashion, Flare, Hello! Canada and Véro, OOH transit ads in Toronto during the festival from Sept. 5 to 15 and YouTube videos and ads.

Hugo Thibault, communications director, L’Oreal Paris, tells MiC that promotion around the collection also includes a pop-up shop in downtown Toronto during the festival where consumers scan try the collection and get a full-size sample of one of the products, as well as sponsored beauty segments on CTV’s eTalk.

Thibault says this year’s approach to TIFF is much more targeted than last year’s, which had the company promoting its entire line of products. He adds the Toronto festival is the brand’s biggest sponsorship in the country throughout the year.