CTV’s ETALK Partners with L’Oréal Paris for The Brush Contest, an International Search for a New Makeup Designer

— January 19, 2015

Exclusive broadcast partnership brokered by Bell Media’s Brand Partnerships team
ETALK to support initiative through call-to-action spots, finalist profiles, and more
ETALK Co-Anchor Danielle Graham to serve as one of three judges selecting Canadian winner

TORONTO (January 19, 2015) Bell Media announced today that ETALK, Canada’s #1 entertainment news program, will be the exclusive broadcast partner to L’Oréal Paris as the global beauty brand undertakes a worldwide search to find a new makeup designer. The Brush Contest begins today and runs through May 2015, when the international winner receives their first assignment at the Cannes International Film Festival. The five-phase campaign will be supported by ETALK through extensive contest coverage that is slated to include:
  • A call for submissions and for viewer votes via weekly in-program spots and tweets from ETALK’s official Twitter account @etalkCTV (Jan. 19 – Feb. 15 and Feb. 16 – March 1, respectively).
  • Individual profiles of the Top 5 candidates (March 4-10).
  • Episode segments featuring the selection of the Top 5 (mid-March), a profile on the national winner (mid-March), a behind-the-scenes look at the Canadian winner as they compete in the final challenge (April 13), the announcement of the worldwide winner (April 13), and a profile on the international winner on-the-job in Cannes (May).
“Bell Media has a long-standing and successful relationship with L’Oreal Paris,” said Laird White, Director, Brand Partnerships, Bell Media. “This new partnership provides ETALK viewers with both a front row seat and behind-the-scenes access to L’Oreal’s quest to find a new make-up designer, via engaging custom in-show content that resonates with L’Oreal’s target consumers.” “This is the largest contest L’Oréal Paris has done to date, offering a once-in-a-lifetime opportunity to join the L’Oréal Paris dream team of makeup designers,” said Hugo Thibault, L’Oréal Paris PR and Digital Director. “We are thrilled to partner with ETALK in this campaign to help us find our new makeup designer.” Canadian entries will be judged by ETALK Co-Anchor Danielle Graham, Elle Québec Editor-in-Chief Mélanie Frappa, and L’Oréal Paris Makeup Designer Eddie Malter. This three-person panel will shortlist submissions and select the Canadian winner who will go head-to-head against all international winners in the final competition: makeup for a Paris runway show. The winner of this event will be named L’Oréal Paris’s new makeup designer and travel to the Cannes International Film Festival for their first assignment.   For more information, please contact: Anika Malik, Anika.Malik@bellmedia.ca or 416.384.3530

About Bell Media

With passion and an unrelenting commitment to excellence, Bell Media creates content and builds brands that entertain, inform, engage, and inspire audiences through the platforms of their choice. Bell Media is Canada’s premier multimedia company with leading assets in television, radio, out-of-home advertising, and digital media. Bell Media owns 30 local television stations led by CTV, Canada’s #1 television network; 35 specialty channels, including TSN and RDS, Canada’s most-watched specialty channels in English and French; and four pay TV services, including The Movie Network and Super Écran. Bell Media is also Canada’s largest radio broadcaster, with 106 licensed radio stations in 54 markets across Canada. Bell Media owns Astral Out-of-Home, one of Canada’s most dynamic and innovative out-of-home advertising companies with a network of more than 9,500 advertising faces in Québec, Ontario, Alberta, and British Columbia. Bell Media also operates more than 200 websites; delivers TV Everywhere with premium subscription on-demand streaming service CraveTV, as well as its innovative GO video streaming services including CTV GO, TMN GO, and TSN GO; holds an equity stake in digital startup Hubub; is partners in Cirque du Soleil Media, a joint venture with Cirque du Soleil; and owns Dome Productions Inc., a multi-platform production company. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. For more on Bell Media, please visit www.bellmedia.ca.


Hosted by Anchor Ben Mulroney, with Co-Anchor Danielle Graham, Reporters Lainey Lui, Traci Melchor, Devon Soltendieck, and L.A. Correspondent Jessi Cruickshank, ETALK is the #1 most-watched entertainment newsmagazine in Canada. From the OSCARS® and the EMMY® Awards, to the GOLDEN GLOBE®, and JUNO Awards, ETALK is front-and-centre, delivering up-to-the-minute news in film, television, music, and more. Celebrating both home-grown talent and international stars, ETALK became the first daily Canadian entertainment newsmagazine when it launched in 2002. ETALK is produced by Bell Media Production, and Morley Nirenberg is Director of Production and Executive Producer. Nanci MacLean is Vice-President, Bell Media Production. Mike Cosentino is Senior Vice-President, Programming, CTV Networks. Phil King is President – CTV, Sports, and Entertainment Programming. More information about ETALK can be found at etalk.ca, as well as on Facebook and @etalkCTV.

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 2012 and employs over 1,200 people. The company’s prestigious portfolio of over 30 brands encompasses all aspects of beauty. For more information, please visit: thebrushcontest.com. Follow L’Oréal Paris of Canada on Facebook.com/lorealpariscanada and Twitter@LOrealParisCAN.

– 30 –