A stylish new approach to retail for the L’Oreal Melbourne Fashion Festival

L’Oreal Paris \ L’Oreal Melbourne Fashion Festival



Individual Beauty


Sponsorship Approach


Highest Sales

The Challenge

Style. Clothes. Beauty. Designers. Models. Celebrities. Champagne. Drama. All the elements that make up a successful fashion festival. But where is the ROI?

As part of our five-year relationship with the brand, L’Oreal Paris asked us to design and produce all sponsorship activations as part of their investment in VAMFF — their biggest partnership and activation project in the AsiaPac region.

The Solution

Collaborating with one of the world’s most iconic brands over the final four years of their sponsorship of the Melbourne Fashion Festival, Neonormal dove deep into the untapped opportunities of the festival, and created a win-win-win strategy for the brand, the property and the guests.

Through a week of curated events, we positioned L’Oreal Paris as the premier cosmetic brand in Australia, and instilled in guests the belief that L’Oreal Paris puts the beauty in fashion. The action-packed programme included the festival launch event, VIP cocktail parties hosted by global ambassador Eva Longoria, VIP show luncheons, media stunts, corporate hospitality areas, beauty workshops, social and broadcasting integration and amplification across the week long festival.

The results — as well as the spaces — were stunning. In fact, the Festival experience became L’Oreal Paris’ highest performing sales venue across the nation during the event.

We’re not just pretty faces.

What we did

  • Strategy
  • Design + Build
  • Live Experience
  • Corporate Hospitality
  • Talent Management
  • Media Engagement
  • Social Content
  • Events