Digital Partnership

Nav bar promotion throughout tFS With L’Oreal as the exclusive digital partner, TotallyHer will cover the World MasterCard Fashion Week in Toronto. From runaways to backstage, our editors and influencers will cover every angle of this week long event, and here is how the program works: Comprehensive Canadian coverage of Fashion Week on theFashionspot (tFS) including: Exclusive Reskin and roadblock throughout tFS as well as within the Fashion Week branded destination Billboard+, our proprietary unit that will stream Maybelline’s live video feed Daily editorial coverage of the event within the destination All content will then be syndicated into our super syndi widget. In turn, we will run the widget across our properties to further amplify the program An exclusive live streaming pushdown unit will be produced to extend reach Nav bar promotion throughout tFS

Option 1: Beauty Glamergency for the Everyday OFFLINE ACTIVATION Option 1: Beauty Glamergency for the Everyday

Beauty Glamergency for the Everyday During Toronto Fashion Week, TotallyHer rub a fully branded (L’OREAL and TotallyHer) mobile makeover station. A team comprising of L’OREAL makeup artists & hair stylists with a TotallyHer video crew, and editors will tour the streets of Toronto to give everyday woman a complete hair and makeup transformation. As the ambassador of this offline activation, our editor will pick out these everyday woman, chat with her to gain insights into her beauty challenges, and work with L’Oreal’s artist & stylist to help her achieve her runway look. A before and after photo will be taken for show the transformation. These photos will then be distributed through the main social channels to generate social buzz. Furthermore, a few selected woman will further be given a chance of a lifetime - a pass to attend one of the Toronto Fashion Week runway shows. These women are then encourage to share their experience with our editors where some of their experiences will be integrated into the content. L‘Oreal Swag bags will also be provided to each women and samples can be handed out throughout the city.

Option 2: L’OREAL Night Market at The Drake Hotel OFFLINE ACTIVATION Option 2: L’OREAL Night Market at The Drake Hotel

L’OREAL Night Market at The Drake Hotel We wrap-up Fashion Week with an exclusive, by invitation only party. Hosted at one of Toronto’s trendy landmark, The Drake Hotel, our private function will be the talk of the town. In addition to gourmet indulgence, live music from up-and-coming local band, and a showcase from Canadian fashion designers the venue will also contain various makeover stations featuring L’OREAL hair and makeup artists. Through cross collaborations with L’Oreal’s makeup artists and hair stylists, our editors, notable fashionable influencers, as well as guests will have the opportunity of a lifetime - to receive a complete makeover by L’Oreal’s runaway experts. Our video crew will be on site to capture every glamorous moments. Footages of the event will then be edited into a sizzle reel where it will reside on tFS as well as L’Oreal/Maybelline’s site. To socially intensify this offline activation, our editors and influencers will continuously provide updates via the three primarily social networks: Facebook, Instagram, and Twitter. As the venue closes out for the night, guests will be treated with a cross merchandising gift bag containing L’Oreal and Maybelline’s products.