Virtual Beauty Festival - bicom
L'Oréal Luxe

Virtual Beauty Festival

45M +
Engagement Rate
Instagram Stories


L’Oréal Luxe Division commissioned bicom for support on their first-ever Canadian Virtual Beauty Festival, celebrating their iconic fragrances, skincare & makeup.


Build awareness around the L’Oréal Luxe Virtual Beauty Festival (June 15 to 17, 2021) with a timely press release and targeted media follow-ups

Engage influencers through creative mailers that compelled social media sharing, as well as macro-influencer partnerships to communicate key messaging

Drive consumer participation through event listings and by activating the beauty-loving nano-influencer community



Drafted a press release and widely shared with lifestyle & beauty media; this included strategic, targeted follow-ups to top tier media in English and French Canada

Ideated 2 creative mailers, sent in 2 waves, to create engagement and encourage influencers to share the event with their community

A piñata containing local candies and a VIP pass, sent 10 days prior to the event

A “Get Ready With Me” box filled with beauty products to encourage posting, sent 4 days prior to the event

Coordinated paid partnerships with 4 influencers, from micro to macro, to convey the message and encourage attendance

Shared a dedicated newsletter with the b nation community (1,500 + nano influencers) and selected 50 VIPs to receive a creative mailer in exchange for Instagram Posts and Stories


At the end of the campaign, bicom generated 45,880,853 impressions, broken down into:

Organic influencer marketing

-34,264,171 impressions

-Piñata: 5,077,050 impressions

-Get Ready With Me box: 29,187,121 impressions

Paid partnerships

-4 partners totaling 5,198,487 impressions

b nation campaign:

-79 Instagram Posts, 422 Instagram Stories, 19 TikToks (+160% vs KPIs)

-18% engagement rate

– 3.7M impressions