MUMBAI: The Weinstein Company has announced a multi-year marketing alliance with beauty brand L'Oreal Paris.

This first ever long-term partnership between a motion
picture company and a major cosmetic brand is being established to further the natural association between the worlds of film and beauty. The strategic alliance will include product integrations as well as promotional support, with the co-hosting of premieres and special events such as Weinstein Company parties at the Golden Globes and Academy Awards. In addition, L'Oreal's expert makeup and hair teams will support all promotion of Weinstein Company films.

 
 
The alliance has been kicked off with L'Oreal Paris' sponsorship of Derailed the psychological thriller starring Jennifer Aniston and Clive Owen. As part of the partnership, L'Oreal will be the official exclusive beauty sponsor of all of The Weinstein Company and Dimension Films' US theatrical premieres over the next two years, beginning in January 2006.

 
Harvey and Bob Weinstein issued a statement saying, "We are proud to be teaming up with L'Oreal and believe that this is just the beginning of a long and mutually beneficial relationship between our
companies."

L'Oreal Paris president and GM Carol Hamilton says, "We are tremendously excited to enter into this alliance with The Weinstein Company. The film world is a great source of inspiration for L'Oreal Paris, and we're thrilled to continue our tradition of working with
extraordinary talent. While it may seem to be an obvious relationship, especially in the marketing world of omnipresent integrations, this relationship will be truly ground-breaking in its scope and vision."