Cirque du Soleil and L’Oreal

Beauty Concepts

May 5, 2010
 Opportunity
L’Oreal has the opportunity to become the official and exclusive Presenting Partner of Cirque du Soleil’s new
Hollywood-themed show at the Kodak Theatre.

The show is a unique Cirque tribute to the beauty, style, fashion, and film that makes up the storied history of
cinema in America.

We believe L’Oreal is uniquely positioned and able to bring the beauty

and style of Cirque’s Kodak Theatre franchise to life.

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Background

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 The Beauty of Cirque at the Kodak Theatre
Cirque’s new show at the Kodak Theatre has an intrinsic connection to beauty on a number of different levels…

The City…
• Los Angeles is an epicenter of beauty, style, and fashion

The Venue…
• Home to the Academy Awards, the Kodak Theatre provides a beauty and film-rich history

The Theme…
• Cirque’s ‘salute to Hollywood’ – a creative and unique take on beauty, style, fashion, and film

The Performers and Acts…

• Cirque’s signature aesthetic, specifically designed to exude beauty, sophistication, and glamour

The Audience…
• Cirque events are celebrity hotspots, the Kodak Theatre Show’s annual premieres and after parties will be major events with
marquee guest lists

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 Connecting to L’Oreal
With all aspects of the Kodak Theatre show revolving around beauty, we believe there is a literal connection to be
made by tying the theme of beauty to L’Oreal’s four business units.

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Beauty Concepts

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 Beauty Concepts and Programs
We’ve laid out several concepts of how L’Oreal could connect to beauty via the Cirque show at the Kodak Theatre, we believe these
concepts work across your business units – similar to your other integrated programs (Golden Globes, Project Runway):

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 The L’Oreal Beauty Suite
Platform: Onsite at the Kodak Theatre

Overview:
A beauty-themed permanent onsite footprint within the Kodak Theatre showcasing the beauty of L’Oreal and Cirque to guests.

Details:
• Open to guests prior to each show
• L’Oreal beauty experts are onsite to meet with women and review their daily beauty regimen
• Experts introduce and explain L’Oreal beauty products best suited to each visitors’ needs
• Suite serves as a ‘powder room’ for guests, featuring samples of L’Oreal products
• Onsite displays detail Cirque’s hair and makeup team’s best practices along with mannequins and costume makeup for guests to
‘create’ their own beautiful Cirque performer
• Opportunity to integrate a key retailer onsite at the Kodak Theatre
• On non-show days the suite can be used for other L’Oreal purposes – makeovers, meetings, training, beauty seminars, etc.

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 The L’Oreal Red Carpet and After Party
Platform: Annual Premiere Nights at the Kodak Theatre show

Overview:
L’Oreal’s Kodak Theatre show partnership and commitment to beauty would be on full display for each annual premiere night, as
L’Oreal would take ownership of the annual red carpet and celebrity after party.

Details:
• Extensive and exclusive brand integration promoting beauty and L’Oreal throughout premiere nights; i.e., “The L’Oreal Red
Carpet” and “L’Oreal’s Beautiful After Party”
• Celebrity beauty lounge onsite could feature L’Oreal gift bags, touch-up styling, and manicures for three days prior to the
event
• A national consumer sweepstakes could award a L’Oreal customer an all-expenses-paid VIP “beauty trip” to the premiere, the
red carpet, and after party
• L’Oreal would have all-access passes to the red carpet and after party for content capturing – showcasing the beauty present at
the premiere, celebrity interviews, etc.

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 The Kodak Theatre Show’s Faces of Beautiful
Platform: Kodak Theatre Retail Promotion

Overview:
A national retail promotion asking women “what does beautiful look like to you?” Select responses are selected and flown to LA
for VIP L’Oreal beauty treatments and entertainment experiences surrounding the Cirque show at the Kodak Theatre.

Details:
• Promoted at key retail accounts nationwide and online via a custom microsite
• Custom Kodak Theatre POS and displays showcase different types of beauty
• With each L’Oreal purchase women are prompted to go online to enter the sweepstakes and share their own vision of beauty
• Managers/sales incentives are offered to key accounts to better drive sales and participation
• Microsite features Cirque content themed around ‘different faces of beauty’ and highlights select consumer responses to the
question

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 Backstage Beauty Secrets at the Kodak Theatre
Platform: Digital and Social Media

Overview:
A digital program focused on the unique beauty of Cirque at the Kodak Theatre, sharing with consumers the beauty secrets used by
Cirque du Soleil to create some the shows most popular and beautiful characters.

Details:
• A glimpse into the work and time it takes to prepare a character to take the stage each night
• Video content provides guests with an all access pass into the beauty regimens of Cirque’s Kodak Theatre performers
• Best practices, tips, tricks, and advice for consumers on how to achieve certain looks are provided by a combination of
L’Oreal’s inhouse beauty experts and Cirque’s professional teams
• L’Oreal beauty experts share how to turn a look inspired by Cirque’s Kodak Theatre show into a beautiful and fashionable
look for a night on the town
• Site also features exclusive celebrity beauty content from premiere nights of celebs having their makeup and hair touched up
in the L’Oreal Beauty Suite at the Kodak Theatre

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 ‘Can I Help You?’ Mini Tour
Platform: PR/Buzz Building Events

Overview:
A custom designed L’Oreal performance based on the Kodak Theatre show is toured to special L’Oreal locations and events to
promote the “Can I Help You?” beauty service and L’Oreal’s Cirque partnership.

Details:
• A short-form Cirque performance from the Kodak Theatre show themed specifically around L’Oreal and beauty brings to life
the “Can I Help You?” initiative
• Brought on a 10 stop national tour to key locations and events such as retailers, malls, gathering places, salons, and special
L’Oreal events as entertainment and to drive awareness of L’Oreal’s service
• Performances can be promoted and planned or done as a ‘pop-up’ performance

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 From Character to Claire
Platform: Leveraging Performers

Overview: Showcase a Kodak Theatre performer (i.e., “Claire”) as she is ‘dressed down’ from a Cirque character to her regular –
and beautiful – self. Highlight the L’Oreal products she relies on to go from ‘performance beautiful’ to ‘premiere party beautiful.’

Details:
• Using content and imagery from the Kodak Theatre show, showcase the transformation from beautiful Cirque character to
beautiful individual
• Utilize real Kodak Theatre Cirque performers and pair them with L’Oreal’s celebrity beauty experts for unique beauty/Cirque-
themed content
• Showcase how L’Oreal’s different products allow her to spend 300 days a year in costume makeup and wigs, yet still have
beautiful skin and hair
• Integrate campaign into different retail, digital, and onsite elements of L’Oreal’s Kodak Theatre program

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 L’Oreal and Jukari at the Kodak Theatre
Platform: Partner Program with Reebok

Overview:
Working with Reebok’s Jukari, a Cirque inspired fitness program, conduct a mass fitness seminar inside the Kodak Theatre to help
promote “healthy beauty.”

Details:
• L’Oreal and Reebok come together to host a series of large-scale fitness sessions for women
• Participants are signed up online, through sweepstakes, and selected by L’Oreal (i.e., celebrities, business partners, etc.)
• The creator of Jukari hosts special Hollywood-themed classes inside the Kodak Theatre on the stage
• Promote Jukari and L’Oreal as the same ‘tools’ used by Cirque’s Kodak Theatre performers to stay healthy and beautiful
• Leverage Jukari to showcase L’Oreal’s haircare and skincare products to active women

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 Women of Worth Nights at the Kodak Theatre
Platform: Philanthropic Initiative

Overview:
Integrate Women of Worth programming into the Kodak Theatre show through charitable initiatives and
dedicated performances.

Details:
• L’Oreal could takeover a show in support of Women of Worth
• Women of Worth honorees could be recognized onstage prior to the show
• L’Oreal and Cirque conduct a fundraiser for the various causes represented by that year’s Women of Worth
honorees
• Performance could be themed as a ‘Ladies Night” with a discounted ticket for women, courtesy of L’Oreal
• Opportunity to commit a portion of proceeds from the nights show to Women of Worth causes

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 L’Oreal’s Beautiful Nights at the Kodak Theatre
Platform: Hosting and Hospitality Events at the Kodak Theatre show

Overview:
A turnkey hosting program with a focus on beauty, designed to reach and engage L’Oreal’s key constituents
(retailers, trade, employees, etc.) by leveraging Cirque and the Kodak Theatre.

Details:
• Hosted by Cirque and L’Oreal in Tapis Rouge, our beautiful VIP lounge onsite at the Kodak Theatre
• Pre-show cocktail hour with open bar and appetizers
• Opportunity to hold beauty presentations, discussions, or meetings
• Welcome message from Cirque representatives explaining our ‘beauty ties’
• Best-in-house seats for the show
• Coffee, desserts, and parting gifts
• Opportunities for meet-and-greet with performers, backstage tours, etc.

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 L’Oreal Beauty School at the Kodak Theatre
Platform: Leveraging the Kodak Theatre

Overview:
L’Oreal could takeover the Kodak Theatre for a day long beauty conference, sharing L’Oreal’s latest products
and innovations with key constituents – retailers, press, employees, sales force, stylists, and more.

Details:
• Full access to the Kodak Theatre for meetings, conferences, discussions, presentations, and more
• Integration of the Kodak Theatre show into the day – i.e., special performances, product demos with Cirque
performers, Q&As, etc.
• Theatre may be used for product launches, company events, etc.

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 Co-Branded Kodak Theatre and L’Oreal TV Spot
Platform: Advertising

Overview:
A co-branded Cirque and L’Oreal TV spot used as the anchor element in promoting and advertising the Kodak
Theatre show.

Details:
• Leverage imagery and content from the Kodak Theatre show to promote L’Oreal and its commitment to
beauty
• Showcase all of L’Oreal business units by displaying the various uses and connections to beauty prominent in
the Kodak Theatre show
• Integrate the TV spot into the show’s $4M annual advertising/marketing campaign
• Utilize campaign as a kick-off to the partnership to promote the new show and L’Oreal’s involvement around
its beauty

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Next Steps

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 Next Steps
• Discuss concepts – likes and dislikes
• Timeline for next deliverables and meeting
• Host at OVO

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