SOURCE: L'Oreal USA

May 17, 2012 12:12 ET

L'Oreal USA Wins Two Brand Innovators Awards for Makeup.com and Dermablend's "Go Beyond the Cover" Digital Sensation

NEW YORK, NY--(Marketwire - May 17, 2012) - L'Oréal USA, the leader in the beauty industry, won two awards yesterday evening at the Brand Innovators awards, hosted at the Gansevoort Park Hotel in conjunction with Internet Week. In the category of Content Marketing, Makeup.com was recognized for its success in building relationships through content marketing and in the Digital Video category, Dermablend's "Go Beyond the Cover" viral hit stole the show. L'Oréal USA is committed to providing consumers with a unique brand experience through many different mediums that set benchmarks in creativity and innovation.

Makeup.com is the first "all digital brand" that supports and promotes all brands in the L'Oréal USA portfolio and serves as a "testing ground for experimentation" throughout the organization. The mission of Makeup.com is to serve as a beauty agnostic content platform that creates a direct relationship with consumers through a variety of content styles and allows the consumers to trust, engage and share everything beauty. Today, Makeup.com is the 3rd website that surfaces through Unpaid Search Media when a consumer searches "makeup" (and its variations). Earlier this month, Makeup.com was re-launched with a new site navigation and continues to expand its presence in all social media platforms (Facebook, Twitter, Tumblr, Pinterest, Instagram).

"Makeup.com is fun, easy to use and a useful tool for all things beauty, at all beauty levels. We talk to and inform beauty ambassadors, beauty influencers, risk-takers, and those that just need a refresher on the basics," said Farrah Linden, Director, Corporate Media Innovation, L'Oréal USA. "We use a diverse group of women to convey their vision of beauty and the tips & tricks that go along with it. At Makeup.com we are a part of the conversation that is already happening and help drive more conversations in an innovative and unique way whole promoting the L'Oréal USA portfolio."

In the Digital Video space, Dermablend's "Go Beyond the Cover" video featuring Rico Genest a/k/a Zombie Boy made waves receiving over 15 million views and 650,000 shares on Facebook since its debut last October. Brilliantly executed, the video proves that you can't judge a book by its cover and shows the reverse process of covering up Zombie Boy's tattoos using Dermablend's Leg and Body Cover and Tattoo Primer. The video has a real shock factor since it opens with Rico Genest's skin looking completely flawless and shows that without the Dermablend products, he is actually covered in tattoos.

"For 30 years, Dermablend Professional has been helping people put their best face forward with its line of coverage cosmetics. From tattoos to under eye circles to more serious skin conditions, Dermablend Professional provides an array of products that deliver reliable coverage," said Renee Mininni, AVP, Dermablend Marketing. "Rico Genest a/k/a 'Zombie Boy' was the perfect canvas to exemplify the flawless coverage that Dermablend Professional products provide."

About L'Oréal USA

L'Oréal USA, headquartered in New York City, with 2011 sales of $5 billion and 9,800 employees, is a wholly-owned subsidiary of L'Oréal SA, the world's leading beauty company. In addition to corporate headquarters in New York, L'Oréal USA has Research and Innovation, Manufacturing and Distribution facilities across six other states including New Jersey, Kentucky, Arkansas, Illinois, Ohio, and Texas. For more information contact www.lorealusa.com. Follow us on Facebook at L'Oreal USA - Corporate Facebook Page and Twitter @LOrealUSACorp.

About Brand Innovators

Brand management is undergoing a sea change, and the aim of Brand Innovators is to provide marketers with the knowledge and professional network they need to succeed in this exciting environment. The Brand Innovators Summits are the only "buy side" where we guarantee that you will learn what you are seeking most -- directly from your client side peers. Follow Brand Innovators at http://brand-innovators.com/

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