The L'Oréal Paris show, held on September 28, became one of the most attended events during Fashion Week, even though the brand is not a traditional fashion house. The event took place at Place Joffre, located under the Eiffel Tower in Paris, where thousands of people gathered, including VIP guests, content creators, and members of the general public. Approximately 3,000 people were expected to attend the ninth edition of the show, with some arriving hours early to secure a spot near the runway. Inside the venue, a small city was created with tents for backstage areas, teams of hair and makeup professionals, press representatives, and dining spaces. Celebrities and industry professionals were present, reflecting the high stakes of the event. Laetitia Toupet, global director of L'Oréal Paris, emphasized that the brand is not a couture house but a beauty company, and the show is an homage to its slogan "Because I'm worth it," celebrating extraordinary women through its performances and presentations. The show featured a diverse cast of celebrities, including Kendall Jenner, Viola Davis, Jane Fonda, Eva Longoria, Cara Delevingne, Aishwarya Rai, Andie MacDowell, Simone Ashley, and Kristen Bell, who was named the brand's new ambassador. The event was prepared over nearly a year by Julien Calot, creative director at McCann, who highlighted the importance of the concept, narrative, and artistic direction beyond the runway itself. L'Oréal Paris reported a significant impact from the event, with an estimated 205 million euros in advertising value. This includes 2 million live viewers on digital platforms such as Instagram, TikTok, and YouTube, along with 80 million impressions on its own channels and 22 billion impressions through press relations. The event was broadcast in 28 countries, with watch parties organized in major cities worldwide, and 50 partnerships were established with distributors including Amazon, TikTok Shop, and Notino. The casting of celebrities was a central part of the campaign, with each personality bringing their own community and content production capabilities. The models were dressed in pieces from various designers, including Stella McCartney, Elie Saab, Alexis Mabille, Roland Mouret, Christian Siriano, and Self Portrait. Some pieces were specifically created for the occasion, such as Kendall Jenner's Mugler dress. The show also featured Celine Dion performing "I'm alive," which was a highlight for the audience. However, some critics noted that the staging lacked a true stylistic narrative, with some designs appearing more focused on spectacle than on highlighting the models. Despite this, the event successfully bridged the worlds of fashion and beauty, with L'Oréal Paris displaying the products used on the models, facilitating a transition from inspiration to purchase.