From mainstream to "my stream": How L'Oréal taps digital influencers

This event report outlines how L'Oréal, the beauty group, has tapped a new breed of digital influencer to give its marketing a deeper relevance for the online audience.

From mainstream to "my stream": How L'Oréal taps digital influencers

Stephen WhitesideWarc

L'Oréal relies on big-name ambassadors like Cate Blanchett, Kate Winslet, Julia Roberts and Penelope Cruz to inject its marketing with a dash of Hollywood glamour.

"These women are iconic, and they're recognised the world over. And they very eloquently embody the brand values, and tell our brand stories, in pristinely-edited 15-to-30-second TV spots that are seen the world over," Maya Kosovalic, head/media and digital communication at L'Oréal Travel Retail Americas, told delegates at the 2015 Festival of Media Latin America in Miami.

Image source: M&M GlobalM...

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