L’Oréal Paris backs Anitta’s pre-Carnival tour again

L’Oréal Paris returns to Anitta’s Ensaios with Elseve Liso dos Sonhos and Solar Expertise Efeito Make-Up activations across 10 cities.

L’Oréal Paris® will sponsor Ensaios da Anitta for the second year in a row, joining the singer’s pre-Carnival run across Brazil. Described by the company as the world’s No. 1 beauty brand, it will bring immersive experiences focused on Elseve Liso dos Sonhos haircare and the facial sunscreen Solar Expertise Efeito Make-Up.

This year’s edition carries the “Cosmos” theme, inspired by astrology and mystical imagery. The tour features 11 dates from January 10 to February 8, stopping in Belém, Fortaleza, Recife, Brasília, Rio de Janeiro, Campinas, Curitiba, Ribeirão Preto, Belo Horizonte and São Paulo.

Maíra da Matta, L’Oréal Paris® Brazil director, highlights the ongoing partnership with Anitta, who is also a brand ambassador. “We’re very happy to be part of this major celebration that travels through different regions of the country and is Brazil’s main pre-Carnival event. Anitta has become a true icon for us. In fact, over the last two years, she walked and performed on the runway at Le Défilé, our annual event that kicks off Paris Fashion Week,” she says.

For this season, the brand is planning hands-on product trials, exclusive giveaways, Instagram-ready spaces and other interactive moments for concertgoers. In São Paulo and Rio de Janeiro, L’Oréal Paris® will also feature a zip line aimed at energizing the crowd.

Among the hero products, Elseve Liso dos Sonhos is positioned to deliver hair that is twice as straight, with frizz control for up to 72 hours and 92% fewer future damages. The new Solar Expertise Efeito Make-Up is a facial sunscreen with SPF 70 that combines high protection with makeup benefits, featuring a lightweight feel, dry touch and up to 12 hours of high coverage.

According to da Matta, the activation aligns with summer conditions and outdoor heat. “We connected with the event’s idea, which happens during summer, in moments of sun and warmth. We want to reinforce the promise of hair that’s twice as straight with anti-frizz protection to enjoy Ensaios da Anitta without losing that aligned look, while also highlighting the versatility of makeup with sun protection,” she notes.

To further amplify the sponsorship, L’Oréal Paris® will run a 360 campaign with social and street actions nationwide, plus an official creator squad sharing the on-site experience.

Photo: Iude Richele