The Weinstein Company today announced a multi-year marketing alliance with L’Oreal Paris, the world’s largest beauty brand. This first ever, long-term partnership between a motion picture company and a major cosmetic brand is being established to further the natural association between the worlds of film and beauty. The strategic alliance will include product integrations as well as promotional support,with the co-hosting of premieres and special events such as Weinstein Company parties at the Golden Globes and Academy Awards. In addition, L’Oreal’s expert makeup and hair teams will support all promotion of Weinstein Company films.
As part of the partnership, L’Oreal will be the official exclusive beauty sponsor of all of The Weinstein Company and Dimension Films’ US theatrical premieres over the next two years, beginning in January 2006.
“We are proud to be teaming up with L’Oreal and believe that this is just the beginning of a long and mutually beneficial relationship between our companies,” said Bob and Harvey Weinstein, co-chairmen of The Weinstein Company.
No word yet as to when the Quentin Tarantino directed L’Oreal commercials will be filmed. He currently has five dozen concepts for them in development.