L’Oréal Paris is working with influencers in a way that transcends their relationship with brands to date, with the beauty company using them to shape the type of products and campaigns that it creates.
L’Oréal has teamed up with five beauty bloggers to create the ‘Beauty Squad’ who will work with the beauty brand to reveal its latest innovations, new products, and to create content such as tips and tutorials across their YouTube channels. The Beauty Squad will also attend L’Oréal’s key events including London Fashion Week, Paris Fashion Week and Cannes Film Festival.
The beauty giant is hoping to leverage their expertise of the beauty industry and combined reach of over 5.5m, to “challenge” its product range and campaigns going forward.
“Working with influencers provides us with a lot of super interesting insights because they have reviewed so many products across so many brands and have a very strong knowledge,” Adrian Koskas, general manager, L’Oreal Paris UK told The Drum.
“They can challenge us in the way that we create products and campaigns and how consumers use our products. They are a very credible voice for the brand and because we have a brilliant relationship with these influencers and they give a genuine endorsement of our products then it makes the voice of the brand much more accessible and credible.”
The creation of the Beauty Squad comes as L’Oréal looks to deepens its ties with influencers and become more inclusive as a brand, having kicked off last month with a new campaign that uses a diverse set of beauty bloggers. The ‘Because We Are All Worth It’ marked two firsts for the brand; the makeup giant's new 'Yours Truly' spot, which centres around diversity, and also features the first man ever to star in a mass market cosmetics ad.
The campaign marks L’Oreal’s first step in to becoming more diverse as a brand with further activations planned for next year.
“You can expect more diversity from a brand perspective and [for us to] really try to develop as a brand,” said Koskas. “We have one or two big things next year that will push what we have done with True Match in a bigger way. I am very passionate about L’Oréal Paris and making sure it is as inclusive as possible. So in every launch this year we will make sure that we talk to everyone.”
Koskas added that when it comes to defining the face of beauty the “dictatorship” of magazines and brands is coming to an end as consumers want to see all kinds of different faces, races and genders represented.