L’Oréal’s new faces for 2018

L’Oréal is kicking off 2018 with five new muses. The Group has picked male ambassadors and buzzworthy celebrities, while welcoming back a familiar face.

Beauty for All, Beauty for Men

The L’Oréal Group showcased two male ambassadors. Ex-footballer David Beckham has teamed up with L’Oréal Luxe to launch his House 99 brand, while Game of Thrones star Nicolas Coster-Waldau has been named as the spokesperson for L’Oréal Men Expert.

To promote male beauty, David Beckham and L’Oréal Luxe are putting male grooming in the spotlight with House 99, a new brand launched in the UK on 1 February 2018. Commenting on the launch, Beckham had this to say: “I created House 99 to give people the inspiration as well as the right products to experiment and feel completely at home doing so.” His goal is to build an inclusive community of grooming aficionados around the brand and to continue redefining masculinity as he has been doing for years.

Actor Nicolas Coster-Waldau, who stars in Brian de Palma’s latest film Domino, is another advocate for male grooming. He is also using his fame to support causes that are important to him, which include gender equality and climate and sustainable development initiatives. As a Goodwill Ambassador for the United Nations Development Programme (UNDP), he hopes to leverage his spokesperson status to make an impact through the Movember Foundation, a global organization backed by L’Oréal that is working to raise awareness and money for men’s health issues. If the brand is delighted to be represented by an “everyman hero”, Nicolas is equally pleased. “I feel completely in synch with the Men Expert ethos”, he says. “Getting the best out of yourself whatever your age and trying to have a positive influence on your daily life are values that I totally share.

Social media muses embody innovation

Global influencers are the faces that embody brands in today’s social media era. With this in mind, L’Oréal Professionnel has chosen fashion designer, model, and writer Alexa Chung as its new muse. Followed by over 2.8 million people on Instagram, Alexa won over the brand with her chic, relaxed style. In fact, L’Oréal Professionnel had already worked with the former model when she launched her new collection back in May of last year and then again during Paris Fashion Week 2017. She returns this year to support two L’Oréal Professionnel launches: Parisian Nudes, a new hair color collection, and Pro Fiberthe renowned hair care line that the Group plans to expand in 2018. “Alexa is a true trendsetter”, says L'Oréal Professionnel International Managing Director Marion Brunet. “Her personality perfectly embodies the L'Oréal Professionnel woman: confident, elegant, impertinent, and free.”

Kérastase has also picked a buzzworthy face in Emily Ratajkowski. The engaged feminist and symbol of female freedom is an ever-present figure in the media and on social networks, where she has over 15 million followers.

A muse who has remained true to a brand that keeps its promises

The Group has not forgotten its core values either. In a testament to the trust that brands build with their muses and to the effectiveness of Lancôme products, Isabella Rossellini returned as the brand’s spokesperson in 2015. The actress, who was the first global face of Lancôme, is coming back to promote well-being and radiant beauty. This year, as an ambassador for the Rénergie Multi-Glow range, she will also speak for boomer women. Now aged 60 and over, these are the women who built modern femininity. They are set to make up about 15% of the world’s population by 2020 and today they are embracing their femininity with confidence and freedom.

These new faces reflect the L’Oréal Group’s loyalty and openness to every kind of beauty, at any age, anywhere in the world.

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