L'Oréal Paris is no stranger to working with digital influencers – the brand even garnered widespread attention last year when it tapped Kayture founder Kristina Bazan as its new brand ambassador in a reportedly seven-figure deal. Now, the brand is consolidating these blogger relationships with the launch of the "L'Oréal League".
Diverging from its traditional one-off partnerships and single campaigns, the L'Oréal League sees 15 digital influencers take part in a yearlong program where they will create content and promote L’Oréal Paris across their social channels.
Similar to the brand’s "Dream Team" of celebrity ambassadors, the League members will attend award shows and global red carpet events, as well as being on hand at master classes and previewing upcoming product launches.
“It’s a real departure from how we were working in the past with influencers. [Before] it was on a campaign-by-campaign basis. We took learnings from a lot of those interactions… and what worked best is to really have a deep relationship with them, which for us meant forming a yearlong partnership," says L'Oréal Paris vice president of integrated consumer communications Kristen Comings.
Influencers involved in the League include Pari Ehsan of Paridust; Olivia Culpo; Wendy Nguyen of Wendy’s Lookbook; Mary Phillips; Stephanie Lee of Beauty by Lee; Grace Atwood; Christina Caradona of Trop Rouge; Sona Gasparian of Simply Sona; Carly Cristman; Monica Veloz of Monica Style Muse; Liza Lash; Jade Chapman; Katy Bellotte of Hello Katy; Jessi Malay, and Ashley Brooke of Ashley Brooke Designs.
Image: Instagram.com/wendyslookbook
