The alliance, which the Weinstein Co. described as the first ever between a motion picture company and a major cosmetics brand, will cover product integration, promotional support, the co-hosting of premieres and special events and the use of L'Oreal Paris hair and cosmetic products in the making of all Weinstein Co. films. "While it may seem to be an obvious relationship, especially in the marketing world of omnipresent integrations, this relationship will be truly groundbreaking in its scope and vision," said Carol Hamilton, president and general manager of L'Oreal Paris. Lori Sale, who orchestrated the deal in her role as executive vp worldwide promotions for the Weinstein Co., declined comment on the price L'Oreal is paying for the alliance but said, "It's a lucrative opportunity for both sides."

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