L’Oréal Paris Canada champions empowerment with a vision focused on encouraging women to embrace their leading role
during the 44th annual Toronto International Film Festival
TORONTO, ON – L’Oréal Paris Canada returns for an 8th year as the Official Beauty Sponsor of the 44th annual Toronto International Film Festival (TIFF). The iconic beauty brand will host a team of activities and initiatives set to inspire the public to celebrate and embrace their own leading roles, whatever they happen to be, because they’re worth it. With many of this year’s gala premieres featuring female directors and films about women, L’Oréal Paris Canada is set to spark a national conversation on how women can advocate for each other and instill a greater sense of self-worth in themselves.
“We believe every woman deserves the red carpet,” said Milan Mladjenovic, General Manager, L’Oréal Paris Canada. “This year, we are committed to inspiring and encouraging women everywhere to celebrate who they are and who they strive to be, everyday.”
Democratizing the Red Carpet – Tuesday, September 10
For the first time in the festival’s history, L’Oréal Paris Canada has partnered with TIFF to have four exceptional women, not associated with the film or media industry, walk the red carpet with the stars at the gala premiere of “Harriet” – Directed by Kasi Lemmons, taking place on September 10 at Roy Thompson Hall.
This moment is a bold evolution for the film festival – a step forward in redefining a universally recognized symbol and championing the incredible roles all women represent. The four women set to walk the red carpet include, prestigious alumni of L’Oréal Paris Canada’s ‘Women of Worth’ program – the brand’s signature philanthropic initiative; a national contest winner with a heartwarming story and a remarkable influencer who promotes acceptance and self-worth.
Lynne Rosychuk – 2019 Women of Worth National Honouree
President of the Jessica Martel Memorial Foundation, a grassroots outreach program that provides support and education to survivors and communities of domestic violence in Alberta, Canada.
Stachen Frederick – 2018 Women of Worth Honouree
Founder of BrAIDS for AIDS, a program raising awareness of HIV/AIDS within the African-Canadian, Caribbean and black community though the cultural practise of hair braiding.
Eli Gordon – L’Oréal Paris Canada National Contest Winner
A single mother of two wonderful boys – one of whom has special needs, Eli has a deep understanding of the pressure’s women can put on themselves to be a “perfect” parent.
Molly Burke – Blind Motivational Speaker & YouTuber
At just four-years-old, Molly Burke was diagnosed with Retinitis Pigmentosa – a rare disease, causing loss of vision. It wasn’t long after that she began a journey focused on bringing light into the lives of others.
In Conversation with Jane Fonda – Wednesday, September 11
Two-time Oscar® award winner and L’Oréal Paris spokesperson, Jane Fonda will engage in a thought-provoking and inspiring conversation, focused on the democratization of the red carpet and how women can celebrate each other, no matter their leading role. Hosted by beloved Canadian broadcaster – CTV’s Marilyn Denis, the intimate discussion will explore the leading roles Jane has held throughout her life and storied career; the evolving role that beauty plays in how we determine our own self-worth and a live audience Q&A.
Iconic Beauty Bar – TIFF Festival Street
L’Oréal Paris Canada partners once again with ModiFace, an internationally recognized leader in augmented reality and artificial intelligence – to offer festival-goers five unique and empowering red carpet looks, to fit their individuality. Created by L’Oréal Paris Canada Makeup Artist & Expert, Jodi Urichuk and embracing ModiFace’s advanced 3D technologies, guests of the Iconic Beauty Bar can virtually try-on and Get the Look, including “Assertive”, “Shy, So What?”, “I Am Who I Am”, “Fearless” and “Unstoppable”. Once visitors select their favourite, the image will be emailed to them with a video tutorial on how to recreate their look and a list of L’Oréal Paris products needed to achieve it.
Red Carpet Beauty Suite – David Pecaut Square
At the Red Carpet Beauty Suite, L’Oréal Paris Canada will once again offer customized red-carpet transformations. Esteemed makeup and hair artists will be onsite throughout the festival offering beauty touch-ups on media, influencers, talent and rising stars; fans and festival-goers. Guests will have an opportunity to film a mini video onsite – to share across their social media channels, showcasing their touch-up and expressing views on their own leading role. On the second floor of the suite, reserved as a private viewing area, VIP guests will enjoy the perfect vantage point to catch all the glamourous activities and red-carpet arrivals at Roy Thomson Hall.
Photos taken at the Iconic Beauty Bar and the Red Carpet Beauty Suite will be integrated into an empowering mosaic, displayed at David Pecaut Square – which will form the phrase “Embrace Your Lead Role”, the overarching theme of L’Oréal Paris Canada for the festival.
About L’Oréal Paris
L’Oréal Paris, the world’s no.1 beauty brand, is dedicated to empowering women and men by offering the most luxurious and innovative products and services available in the mass market. For most, the name “L’Oréal” is immediately evocative of the brand’s signature phrase, “Because I’m Worth It.”— the tagline behind the legendary advertising campaign for the Superior Preference® hair colour launch in 1973. Today, it represents the essence of the L’Oréal Paris brand as a whole, a spirit which is about helping every woman – and man – embrace their unique beauty while reinforcing their inner sense of self-worth. For more than 100 years, L’Oréal Paris has held an unparalleled commitment to advancement in technology, innovation and research, providing ground-breaking, high-quality products for women, men, and children of all ages and ethnicities in five major beauty categories: cosmetics, skincare, hair color, haircare, and men’s grooming.