Canada’s Best Beauty Talent

Since the start of her meteoric rise to stardom in 2006, Coco Rocha has taken the fashion world by storm.

Now, Rocha will lend her beauty expertise to a new audience as host of the all-new, digital, reality series from Rogers Media and L’Oréal Canada, Canada’s Best Beauty Talent.

This six-part original web series highlights the nation’s most promising hair and makeup artists as they compete for the coveted tile of Canada’s Best Beauty Talent.

The webisodes will debut this April following the Canada’s Got Talent television broadcasts on Citytv. Additional details will be revealed in the coming weeks.

“Canada has always had a strong output of fashion talent,” said Rocha of her new role as host on Canada’s Best Beauty Talent. “Many of the world’s best-known models and designers are Canadian-born and I am tremendously excited to now be part of a show that recognizes and celebrates top-tier beauty talent in Canada.”

Rocha, who grew up in Vancouver, B.C., has obtained international recognition for her work as a runway model, cover girl, spokesperson and red carpet fashion correspondent. Having worked with some of the most recognized and acclaimed fashion and beauty editors, photographers and designers in the world, Rocha will provide the guidance and support that the contestants of Canada’s Best Beauty Talent will need to succeed not only in the competition, but also in the beauty industry.

“We are ecstatic to have Coco as the host for Canada’s Best Beauty Talent,” said Jacqueline Loch, Vice-President of Client Solutions, Rogers Media. “As a home-grown Canadian and internationally-renowned fashion and style talent, Coco symbolizes the incredible success one can achieve when given the opportunity – exactly what Canada’s Best Beauty Talent represents.”

“Ms. Rocha’s international flair and beauty savvy will amplify the dynamic energy of Canada’s Best Beauty Talent,” said Marie-Josée Lamothe, Vice-President and Chief Marketing & Corporate Communications Officer of L’Oréal Canada.

Discovered by a modelling scout at an Irish dancing competition, Rocha landed her first major appearance on the cover of Vogue Italia’s March 2006 issue. From there, she went on to walk the runway for noted designers Marc Jacobs, Versace, Prada and Chanel, to name a few. Rocha is also frequently featured on the pages of top fashion magazines around the world – including Vogue, Bazaar, Allure and Rogers Media’s own FLARE, among others – and has served as a red carpet fashion correspondent for the 2010 Grammy® Awards and 2010 Video Music Awards. In December 2009, Vogue Paris named Rocha one of the Top 30 models of the decade. The following year, she was awarded Marie Claire’s Prix d’Excellence as their ‘Model of the Year’ and, just three months later, was presented the Elle Style Award for ‘Model of the Year’ by Boy George. Most recently, Rocha was named one of the guest stars in a glamorous global advertising campaign for L’Oreal Paris Preference hair colour.

“As our new model for the L’Oréal Paris brand, we look forward to this continued relationship with Coco and the invaluable knowledge and recognition she brings with her,” said Hugo Thibault, Brand Communications Director for L’Oréal Paris in Canada.

As determined as she is successful, Rocha is also a strong advocate of promoting a healthy body image and sits on the advisory board for The Model Alliance, which works to establish basic worker rights for models.

Rocha will be joined on Canada’s Best Beauty Talent by additional high-profile judges and guest experts, all of whom will be announced in the coming weeks.

Rogers Media and L’Oréal Canada embark on a nationwide search to discover Canada’s most talented hair and makeup artists in the new original six-part digital series Canada’s Best Beauty Talent.

In each webisode, 12 of Canada’s aspiring hair and beauty experts will showcase their skills and compete for beauty talent recognition, prestige, and the ultimate in beauty stardom.

Leveraging the lead-in position and momentum of the new Citytv original series Canada’s Got Talent, Canada’s Best Beauty Talent will premiere in April 2012 following the CGT television broadcasts.

The multi-brand media plan was built in conjunction with L’Oréal Canada’s media agency ZenithOptimedia.

Sign-up forms for talented hair and beauty hopefuls looking to take part in the series and full details, rules and regulations are available at www.bestbeautytalent.com. 

Created in partnership by Rogers Media Client Solutions and L’Oréal Canada, the Canada’s Best Beauty Talent web series will also be made available on Rogers on Demand and Rogers on Demand Online.  

Broadcast details, judges, host, and contestants will be announced over the coming months.

“Expanding upon the overwhelming momentum surrounding Canada’s Got Talent, we were able to leverage our robust portfolio of assets and brands and create a unique opportunity that meets L’Oréal Canada’s objectives as the leader in the beauty industry”, said Jacqueline Loch, Vice-President of Client Solutions, Rogers Media. “Canada’s Best Beauty Talent brings the best in entertainment and beauty from Rogers Media and L’Oréal Canada, in this first-class made-for-web series that is sure to excite and engage audiences nationwide.”

Utilizing L’Oréal Canada’s unparalleled beauty expertise, Canada’s Best Beauty Talent showcases the country’s up-and-coming beauty experts as they vie for the title in a series of unique and innovative challenges, featuring some of the top names and products in entertainment and beauty. Bringing together leading Rogers Media entertainment and lifestyle brands – Citytv, FLARE, HELLO! Canada, LOULOU and Chatelaine – and L’Oréal Canada’s top beauty brands – L’Oréal Paris, Yves Saint Laurent, Lancôme, L’Oréal Professionnel, and Kérastase – each episode will see promising hair and makeup artists teamed up to create a specific look, corresponding with the theme of each week’s challenge. Twists, turns and drama unfold as the contestants compete to impress the panel of judges in hopes of being named Canada’s Best Beauty Talent.

“We’re extremely excited to be part of this unprecedented competition and look forward to helping discover Canada’s best up-and-coming beauty talent,” says Marie-Josée Lamothe, Vice-President and Chief Marketing & Corporate Communications Officer of L’Oréal Canada. “At L’Oréal Canada, we encourage individuality, talent development, risk-taking, creativity and innovation. Partnering with Rogers Media in this initiative was a natural fit for us.”

The grand prize winner of Canada’s Best Beauty Talent will receive the esteemed new title and a once-in-a-lifetime trip to Paris to experience the prestigious world of L’Oréal. The lucky hair or makeup artist will receive a customized agenda tailored to his or her area of expertise and will tour the L’Oréal head offices, meet the experts, explore the affiliated flagship stores and salons, and more! Secondary to the grand prize, each top hair and makeup artist will be featured in FLARE, HELLO! Canada and LOULOU (whose editors will also review their portfolios), attend the Toronto International Film Festival with L’Oréal Paris, and create a beauty blog with Chatelaine.com.

To be eligible to enter the competition, participants must be a Canadian citizen or a permanent resident of Canada. For a complete list of rules, regulations and pre-registration forms, visit www.bestbeautytalent.com. Plus, follow us on Twitter @BeautyTalent, using the hashtag #CBBT, and like us on Facebook for the latest updates, info and announcements.