L’Oréal Paris

When L’Oréal Paris brought celebrity makeup artist Mary Phillips to Toronto for the Makeup Your Worth Masterclass, the opportunity extended far beyond a single-stage event. The challenge was to transform an intimate, in-room experience into a nationally amplified beauty moment, one that would not only travel across platforms, but reinforce L’Oréal Paris as a thought leader and authority in cosmetics within the Canadian market.

MacIntyre Communications developed a strategy designed to extend the impact well beyond the guest list. The team identified and secured 10 top-tier Canadian creators known for recreating Mary’s signature, viral looks and orchestrated exclusive five-minute, one-on-one sessions with Mary herself. These high-value content touchpoints turned artistry into access, generating authentic, creator-led storytelling across TikTok, Instagram, and beyond. By pairing expert technique with cultural relevance, the masterclass positioned L’Oréal Paris at the forefront of the makeup conversation. The program delivered 157 organic mentions and generated over 30.4 million impressions, surpassing expectations and transforming one appearance into a national beauty conversation.