MIAMI — L'Oréal USA has partnered with Telemundo to launch Club de Noveleras, the network's official fan club. This initiative marks the first-ever for both companies of its scope and scale.
"This integrated program transforms viewership into relationship while connecting L'Oréal USA's brands — like L'Oréal Paris, Maybelline and Garnier — to target consumers in an experiential and unique way," stated Jacqueline Hernandez, COO of Telemundo.
Consumers will be able to join an online community where they can interact with each other and with their favorite telenovela stars, while also finding rich beauty content, including a brand new dedicated beauty blog.
According to Marc Speichert, chief marketing officer for L'Oréal USA, the beauty brand will "create the first Hispanic community that allows users to engage with their favorite telenova stars [and] connect with others about beauty while earning rewards and free gifts for participating."
Registration for the loyalty program is free, and membership provides subscribers with opportunities to earn points and later redeem them to win prizes, Telemundo brand premiums and various products across L'Oréal USA's beauty portfolio. Telenova fans will be able to interact with other fans on such social media sites as Facebook and Twitter, see exclusive content and learn beauty tips from beauty blogger Johanna Torres, former editor-in-chief of Siempre Mujer.
In addition, the program will extend to local market communities via 10 Club de Noveleras talent tours in 2011, featuring two events per market in Chicago, Los Angeles, New York, Miami and Houston. During the events, fans can get up close and personal with Telemundo novela stars, as well as get hair and makeup touch-ups with the latest Maybelline and Garnier products and receive sample products.