As L’Oreal celebrates its 100th anniversary this year, the L’Oreal Paris brand will soon be honored for its efforts to beautify and preserve a treasured piece of Hollywood—the iconic Walk of Fame, which celebrates its 50th anniversary in 2010. On Tuesday, October 20th at 11:30 a.m., the Hollywood Chamber of Commerce will present the world’s largest beauty company with its Friend of The Walk of Fame award. The ceremony will take place near the entrance to the Kodak Theatre at 6801 Hollywood Boulevard, adjacent to the Walk of Fame. Top L’Oreal Paris executives and some of the company’s spokespeople are scheduled to attend the unveiling.

As a Friend of the Walk of Fame, L’Oreal Paris will help fund the Walk’s renovation and restoration, preserving the world-famous Hollywood landmark for millions of annual visitors and ensuring its survival for years to come.

“Many acclaimed actors have delivered L’Oreal Paris’ iconic phrase, ‘Because You’re Worth It’,” said Karen T. Fondu, president of the L’Oreal Paris division of L’Oreal USA, Inc. “As an aspirational brand, L’Oreal Paris appreciates its close association with the entertainment industry, from our long-standing partnerships with our spokespeople to our annual presence at award shows. We’re proud to show our continued support to the community by contributing to the preservation and restoration of Hollywood’s historic Walk of Fame.”

To further celebrate L’Oreal Paris’ Hollywood preservation efforts and its 100-year anniversary, the company will offer free lip touch-ups by L’Oreal Paris makeup artists to passers-by in the heart of Hollywood on October 21st and 22nd, and $1 gold coupons valid toward the purchase of any L’Oreal Paris product.