Trew set to handle media for L'Oreal virtual make-over

L'Oreal Paris has appointed Trew Relations to handle media

relations around the launch of an interactive make-over service, after a

competitive pitch.

The agency will launch the L'Oreal service Easy Make-Up that offers

users the chance to try out make-up products virtually. It claims to be

the first interactive web service from any cosmetic company when it goes

live next month.

Agency MD Larissa Trew said users could upload a picture of themselves

to the company's website and then see how different make-up would look

on their face.

Trew said: 'It will be a question of showing the media the site. We will

do a lot of one-to-one briefings.'

The account will be handled by Trew, whose team will report to L'Oreal's

marketing team.

Trew Relations, a health, beauty and fashion PR firm, is attempting to

carve a niche as a new media agency with work on the launch of teenage

internet club 'Wicked Colours'.

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