Madrid—September 13, 2013
In partnership with Nurun’s Madrid office, L’Oréal Paris will bring Google Glass to Mercedes-Benz Fashion Week Madrid (MBFWM), offering fashion fans a brand new perspective of the event.
Nurun developed the L’Oréal Fashion Week website, as well as several activations that will integrate Google Glass. L’Oréal Paris will use Glass to provide a unique, behind-the-scenes experience of MBFWM, including makeup tutorials with L’Oréal Paris beauty experts, interviews with celebrities, and backstage footage of designers and stylists.
Prior to MBFWM, Nurun conducted consumer research that explored the similarities that exist between early adopters of fashion and of new technologies. The futuristic nature of Google Glass appeals to the fashion-forward, tech-savvy audience present at the event, while offering a never-before-seen-perspective on Madrid’s pre-eminent fashion event. In addition to the Glass activation, Nurun is responsible for photography and content production on the L’Oréal Fashion Week website, media strategy, and community management for all of L’Oréal Paris Spain’s social media accounts during Fashion Week.
Mayte de la Iglesia, a Spanish model and blogger, will serve as a special reporter for L’Oréal Paris. Equipped with Glass, she will record a chapter of the Spy on the Mercedes-Benz Fashion Week Madrid web series, documenting everything that happens backstage and showing the intricacies of Fashion Week.
“At L’Oréal Paris, we always want to stay to up-to-date with new technologies that allow us to get closer to our consumers in different ways,” said Lucía Odériz, Digital Marketing and CRM Manager for L’Oréal Paris. “After 28 editions of being the official Makeup Artist and Hairdresser of Madrid Fashion Week, this time, we wanted to show the world of beauty and makeup from a different and unseen point of view.”
Organized by the Trade Fair Institution of Madrid (IFEMA), MBFWM is now it in its 58th year, and will run September 13 through September 17, at Feria de Madrid, Spain. The L’Oréal Group is the world’s largest cosmetics and beauty company, and is a major sponsor of the event.