L'Oréal Paris announces new host of Canada's Best Beauty Talent to guest star in Canadian ad campaign

- Canadian Coco Rocha stars as a sultry redhead in new L'Oréal Paris Superior Preference Haircolor ads -

- dramatic new portrait from campaign debuted today at www.facebook.com/lorealpariscanada -

MONTREAL, Feb. 27, 2012 /CNW/ - Building on the industry buzz of Coco Rocha being unveiled as the host of Canada's Best Beauty Talent earlier this morning, L'Oréal Paris further announced that the Canadian-born super-model will guest star in its new international advertising campaign this fall.

"In addition to being excited at the prospect of working alongside her on Canada's Best Beauty Talent, L'Oréal Paris is thrilled to announce that Ms. Rocha will also be guest starring in a  sexy new global advertising campaign for L'Oréal Paris Superior Preference Haircolor," says Hugo Thibault, Brand Communications Director of L'Oréal Paris Canada. "Debuting in Canada and in other selected countries this September; the campaign features Ms. Rocha in Superior Preference Rouge Rubis Red Haircolor, an intense hue of ruby red which promises to bring out the super-model vixen in every woman."

Christophe Robin, Official Hair Colorist for L'Oréal Paris, personally selected the Superior Preference Haircolor shades for every super-model guest starring in the dramatic ad campaign. The world renowned models include Coco Rocha, Claudia Schiffer, Bianca Balti, and Doutzen Kroes. In the ads, the models will be featured in sultry shades such as Blonde Cannes, Rouge Rubis and Ambre Havane.

"With Coco, it was a matter of igniting the fire under the ice! She has a truly unique face with a beautiful transparent complexion. My goal was to bring out the incredible sex appeal lurking under her angelic looks and limpid blue eyes. To do so, I used an ultra-modern red - blood red, but translucent. It's THE trendiest red, one you can't find naturally, it's poisonous and intense, so it's really out of the ordinary," explained Mr. Robin.

The shades are currently available in L'Oréal Paris Superior Preference's portfolio at all mass-market retailers and drugstores in Canada at a Suggested Retail Price of $12.99.

About Canada's Best Beauty Talent
Scheduled to premiere in April 2012, Canada's Best Beauty Talent will utilize L'Oréal Canada's unparalleled beauty expertise in order to showcase the country's up-and-coming beauty experts as they vie for the title in a series of unique and innovative challenges. Bringing together leading Rogers Media entertainment and lifestyle brands - Citytv, FLARE, HELLO! Canada, LOULOU and Chatelaine - and L'Oréal Canada's top beauty brands, including L'Oréal Paris, each episode will see promising hair and makeup artists teamed up to create a specific look, corresponding with the theme of each week's challenge. Twists, turns and drama unfold as the contestants compete to impress the panel of judges in the hopes of being named Canada's Best Beauty Talent. For more information visit www.bestbeautytalent.com.

About L'Oréal Paris
L'Oréal Paris is a division of L'Oréal Canada, a wholly-owned subsidiary of the L'Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, L'Oréal Canada had sales of over $900 million in 2011 and employs over 1,200 people. The company's prestigious portfolio of over 25 brands encompasses all aspects of beauty. For more information, please visit: www.lorealparis.ca. Follow L'Oréal Paris of Canada on Facebook.com/lorealpariscanada and Twitter @LOrealParisCAN.

Image with caption: "Canadian Supermodel Coco Rocha, newly named host of Canada's Best Beauty Talent, dazzles as a sultry redhead in L'Oréal Paris Superior Preference haircolour for its international advertising campaign launching this fall. (CNW Group/L'Oreal Paris)". Image available at: http://photos.newswire.ca/images/download/20120227_C7436_PHOTO_EN_10454.jpg

For further information:

For more information about Canada's Best Beauty Talent or Superior Preference hair colours, or to receive Ms. Rocha's image from the upcoming Superior Preference ad, please contact:

Suzanne Rappaport-Cho / Margaret Batuszkin, Cowan & Company
[email protected] or [email protected]