Swiss style star Kristina Bazan has been announced as the latest social media maven to partner with beauty giant L’Oréal in a brand ambassadress role. The 21-year-old began documenting her daily outfits in high school, later launching her blog Kayture with partner James Chardon, which covers beauty, fashion, lifestyle and travel.
L’Oréal vice president Yann Joffredo says Bazan will be used as a powerful form of communication: “She is a bridge between classical advertising and the consumer. Kristina is totally in line with all the values of the brand.”
Perhaps most importantly - she is relatable, says brand global president Cyril Chapuy: “She shows us that any woman can create bold and sophisticated make-up looks, and feel good about herself. She designs her own beauty and has this incredible ability to openly share and inspire women all around the world. That’s the type of message L’Oréal Paris always stands for.”
Bazan was raised in Switzerland and the US. During high school, she began documenting her daily outfits on Lookbook before going on to launch Kayture. She says of her new role: “My wish is to use this new voice, this new amazing role as a spokesperson to spread a positive message about beauty and make all women around the world feel and know that they are all worth it.”
Bazan’s role will involve her assisting in the creation of exclusive content with L’Oréal Paris, covering events and new releases via both her blog and social media accounts. It’s Bazan’s two million Instagram followers and various other successful accounts that have taken the fancy of L’Oréal, with Joffredo commenting to WWD: “For us, it’s a major step in our communications strategy. It’s a new era.”
