Experience a Corner of Paris in London with L’Oréal's Immersive Outernet Takeover

L’Oréal Paris today announces the launch of their Infallible Matte Resistance Lipstick with an ambitious new brand experience in partnership with London’s leading immersive district, Outernet. 

Launching across two full days, Friday 8th and Saturday 9th December in Outernet’s 'The Now Building', the activation will evoke the stunning architecture of the City of Love across the floor-to-ceiling wrap-around screens as visitors experience the magic of Paris.

Orchestrated by an integrated McCann Worldgroup team, the immersive experience has been led and created by McCann London and built by experiential agency Momentum Worldwide. Over a period of six-minutes, the film transitions from sunrise to sunset featuring the latest iconic ambassador for L’Oréal Paris, Kendall Jenner, alongside an equally mesmerising and iconic Eiffel Tower sequence. 

The space also hosts the online viral sensation Citroen 2CV Infallible Matte lipstick car, now in real life. The car swept across our screens earlier this year, leaving a lipstick trail of is it real or not? The Parisian theme would of course not be complete without free café au lait and macarons and an opportunity to claim your very own Matte Infallible lipstick – Because you’re worth it!

Amelie Fortier-Cyr, general manager for L’Oréal Paris UK&I, commented, “The inspiration behind partnering with the Outernet was not only to evoke the magic and aspiration of the L’Oréal Paris brand here in London, but to demonstrate our shared passion for innovation.” 

Joanna Pope, sales business manager Outernet London said, “Earlier this year L’Oréal Paris created a CGI animation featuring a giant Infallible Matte Resistance liquid lipstick riding on the back of a car, leaving a smudge resistant trail behind. At Outernet London we wanted to build on that brilliant campaign by bringing the whole idea into real life. Through L’Oréal Paris’ show stopping creative and experiential production customers will be fully immersed in the brand as we combine the physical and the digital in the Outernet buildings. It has been a pleasure to work with L’Oréal Paris creating something innovative and bold for visitors and customers.”

Rob Brown executive creative director, McCann L’Oréal UK & Europe said, “The partnership with the Outernet is an opportunity to go beyond advertising and invite the public to experience L’Oreal Paris by igniting their senses in the most captivating, immersive way.”