Tuesday, January 20, 2015

L’Oréal Paris Launches ‘The Brush Contest’ Online Makeup Artist Competition




L’Oréal Paris announced on Jan. 20 “The Brush Contest”, the world’s first-ever online international makeup artist contest happening exclusively on YouTube. The Brush Contest is the latest expression of the brand’s Makeup Designer Paris platform. This platform goes beyond just a new signature for the brand. It was created to highlight the expertise and creativity of every woman.

L’Oréal Paris is giving aspiring talent the unparalleled opportunity to compete for a 100,000€ (a little over $115,000 US) prize and title of the 2015 L’Oréal Paris Makeup Designer. This global search for the brand’s 2015 makeup artist will gather contestants from 13 countries including the USA, France, Canada, UK, Australia, Germany, China, Thailand, Italy and Turkey. The Brush Contest is open to all over the age of 18 years old that consider makeup artistry a true passion point and are obsessed with makeup.  

Those talented enough to make it to the final round will meet in Paris, France for the final global competition. The grand finale will broadcast from Paris on YouTube on May 1st 2015.  This star studded evening – hosted by L’Oréal Paris spokesperson Eva Longoria – will celebrate the national finalists, herald the L’Oréal Paris Makeup Designer Paris vision to empower women to effortlessly create makeup looks on themselves at home, and announce the global winner.

The global winner of The Brush Contest, to hold the title of 2015 L’Oréal Paris Makeup Designer, will be awarded participation in incredible celebrity beauty shoots, how-to video tutorial creation, press interviews, the exclusive Cannes International FilmFestival, and much more.

Applicants are invited to showcase their makeup expertise in a 3-minute video tutorial accomplished by either uploading new, original content, or choosing a video from an existing YouTube channel.  Registration opened on January 19, 2015 and closes on February 15, 2015; all official rules and guidelines can be found at The Brush Contest!

A superstar judging panel consisting of L’Oréal Paris Celebrity Makeup Artist, Claudia Betancur, Global Nail Artist, Tom Bachik, YouTube beauty creator, StyleHaul network, Stephanie Lee (@BeautyByLee), YouTube beauty creator, StyleHaul network, Alicia Collinge (@XSparkage) and Senior Vice President of L’Oréal Paris Marketing, Malena Higuera will determine the candidate they feel have what it takes to represent the United States in the global competition.

Selecting a National Winner: Primary judging criteria includes creativity, originality and skillset, and a national winner will be revealed exclusively on L’Oréal Paris’ social platforms March 15, 2015. A national winner will then be flown to Paris for a beauty bootcamp, where they will be mentored by the brand’s makeup color experts and experience L’Oréal Paris on deeper level.  When in Paris, the national winners enter for a chance to compete in the finale to showcase their skills by making over the industries top models from our L’Oréal Paris roster of spokespeople.

On February 16, 2015 a voting period will open digitally for fans to narrow candidates down to potential national winners.  To join in on the voting and take part in the conversation, subscribe to @LOrealParisNYC on YouTube and follow @LOrealParisUSA on Twitter, Tumblr, Instagram and Facebook using #TheBrush.

The Grand Parisian Finale, Unveiling the 2015 Global Makeup Designer: The grand finale will broadcast from Paris on YouTube on May 1st 2015. The broadcast will feature a series of exciting events filmed in Paris and hosted by actress, model, activist and L’Oréal Paris spokesperson, Eva Longoria.  Attendees in the broadcast will include national winners from each of the participating countries, and the events debuted will encompass an exclusive makeup show, concerts, interviews with finalists, and appearances from some of the most famous models from around the world.

Finalists will showcase their talents on world-class beauties and L’Oréal Paris spokespeople like Doutzen Kroes, Karlie Kloss, and Lara Stone as they take the original makeup creations to the runway.  The spokespeople will cheer on contestants throughout the selection process via videos and pictures shared across YouTube and their respective social platforms.

L’Oréal Paris’ cutting-edge beauty app Makeup Genius will showcase exclusive looks from the competition, offering insights into contestants’ color expertise and highlighting the bold looks created by the brand’s makeup designers.  A global winner, the 2015 L’Oréal Paris Makeup Designer, will be announced during the YouTube broadcast, just in time to attend the Cannes International Film Festival, an event that the brand has long since served as official makeup sponsor.


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