L’Oréal Paris is teaming up with boutique fitness brand 1Rebel this February to bring its Extensionist mascara range into the studio, blending beauty and fitness in a month-long partnership across the UK.
The collaboration will see 480 sponsored public classes take place at 1Rebel locations nationwide. Weekday Reformer and Reshape sessions will be rebranded as Extend with L’Oréal Extensionist and Lift with L’Oréal Extensionist, with around 8,000 customers expected to take part. During each class, one attendee will be selected to receive the new Extensionist mascara and exclusive branded merchandise.
Selected studios will also host pop-up beauty stations where members can try the Extensionist mascara for free and have a post-workout eye look applied by a professional make-up artist.
Alongside the classes and pop-ups, the partnership includes in-studio branding, limited-edition gym merchandise and a digital takeover across 1Rebel’s app, website and social channels, reaching its community of approximately 10,000 active members.
The L’Oréal Paris Extensionist x 1Rebel partnership will run throughout February, offering members the chance to experience the beauty brand in a new, fitness-led setting.
