Notino x L’Oréal | Elodie Stadium Tour 2025 | Italy
Elodie is one of Italy’s most influential contemporary pop artists - known for her strong visual identity, fashion credibility, and crossover appeal between music, beauty, and lifestyle.
In 2025, she embarked on her first major stadium tour, performing to tens of thousands of fans across Italy - a milestone that positioned her firmly among the country’s top-tier performers.
Following the successful collaboration at the Sanremo Music Festival, Notino extended its partnership with L’Oréal, leveraging Elodie’s role as a L’Oréal ambassador and translating that connection into a large-scale live music environment.
Task
Activate Notino within the context of Elodie’s stadium tour by deepening the connection with L’Oréal and bringing Notino’s Magic Mirror app feature to concert audiences. The project focused exclusively on concert activations, integrating Notino seamlessly into the existing L’Oréal zones at stadium venues.
Challenge
The main challenge was operational and technical. Stadium environments come with strict safety regulations, particularly around fire, lighting, and interactive installations. The Magic Mirror activation - tailor-made for experiential use - required last-minute technical documentation and safety approvals to ensure compliance with stadium rules. This demanded rapid coordination between the agency, production teams, and venue operators.
Execution
To maximize reach beyond the physical zone and introduce the Magic Mirror feature to the widest possible audience, we reframed the activation from a static experience into a live, broadcast moment.
Before each concert, the Magic Mirror was integrated into the stadium’s LED screens as a “kiss cam”–style activation:
Cameras captured audience members in real time
The Magic Mirror feature applied L’Oréal makeup filters inspired by Elodie’s signature look
Fans saw themselves transformed live on the big screens, experiencing the app’s functionality in a playful, high-energy setting
This pre-concert moment created anticipation, engagement, and instant understanding of the Magic Mirror’s value - while keeping the activation fully aligned with the music and beauty context.
The Magic Mirror experience was also embedded into the L’Oréal zone, reinforcing the Notino–L’Oréal partnership and driving deeper brand association.
Results
The Magic Mirror LED activation became a crowd favorite before concerts
High audience engagement, with fans actively reacting and participating
Strong positive perception of the Notino × L’Oréal collaboration
Successful demonstration of the Magic Mirror feature at stadium scale, despite strict operational constraints
The Elodie Stadium Tour activation showed how digital beauty technology can be translated into a live music environment - turning an app feature into a shared, emotional moment experienced by thousands simultaneously.
