White Label Listings in Reloquence
L'Oreal Paris is creating a brand identity around influencers, similar to how they do it with top models and celebrities.
The rise of the beauty blogger has made over the cosmetics industry. Today, marketers not only navigate cut-and-dried celebrity endorsements but the reams of Instagram-famous contour queens.
But in these new waters, where high fees and confusion persist, how should they handle these relationships?
Last year, L’Oréal Paris created a five-member beauty squad, made up of ethnically diverse YouTube stars, and is now having them reveal new products attend events like Paris Fashion week. Together, the quintet — Emily Canham, Kaushal Modha, Patricia Bright, Ruth Crilly and Victoria Magrath — have helped the beauty brand reach new audiences online and shaped the company’s thinking around how to make its products, and its message, more inclusive.
Image/Credits: L'Oreal Paris, Digiday