MIAMI: L'Oréal, the beauty specialist, is tapping a select group of digital influencers to help supplement the traditional star power which more mainstream celebrities inject into its marketing.

Maya Kosovalic, head/media and digital communication, L'Oréal Travel Retail Americas, discussed this subject at the 2015 Festival of Media Latin America in Miami.

And she drilled down into how some offerings in the firm's portfolio – like Lancôme cosmetics and fragrances by Yves Saint Laurent – are partnering with online fashion-and-beauty mavens to spread the word in new ways.

Examples include Caroline de Maigret, the Parisian model, music producer and author, as well as Lisa Eldridge, the renowned make-up artist with a large YouTube following, and Chiara Ferragni, a popular blogger.

Although "not as many" shoppers know these fashionistas when they are measured against A-list celebrities, that does not lessen their potential impact – largely as their fan base is highly relevant for L'Oréal's marketers.

"These women are very influential within their demographic, within their target market and with their followers," said Kosovalic. (For more, including tips to find the right digital ambassador for a brand, read Warc's exclusive report: How L'Oréal taps digital influencers.)

Big names like Kate Winslet, Cate Blanchett and Julia Roberts, she continued, undoubtedly provide significant benefits for the organisation's products.

"These women are iconic, and they're recognised the world over," said Kosovalic. "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."

But if the air of mystery projected by these actresses is an asset on the big screen, it is less useful on tablets, laptops and smartphones, where L'Oréal is competing for attention with a near-limitless array of content.

"These women are also so iconic that they are untouchable," Kosovalic said. "They shy away from proximity media. In fact, all of these women don't have an Instagram account.

"While celebrity endorsements are still very dominant on the big screen, how can brands better address the fact that customers are spending more time on the small screen? So, in come the goddesses of the small screen."

Data sourced from Warc