L’Oréal Paris launches Beauty Squad in the UK

Brand teams up with team of five beauty influencers with a combined reach of 5 million viewers

L’Oréal has partnered with five of the UK’s most influential bloggers to create digital content on a range of beauty topics.

With a combined reach of more than 5 million viewers, the Beauty Squad includes Emily Canham, Kaushal, Patricia Bright, Ruth Crilly and Victoria Magrath. The team were all picked for their individual expertise on beauty.

Crilly, who blogs as A Model Recommends, will be focusing skin care products. Canham is expected to focus on make-up while Kaushal and Bright will post across skin care, make-up and hair. Magrath, who blogs as In The Front Row, is an expert on hair care.

The team will be announcing L’Oréal Paris’ latest product launches and attending brand events such as London Fashion Week and the Cannes Film Festival.

Adrien Koskas, General Manager at L’Oréal Paris UK, said that the brand was “proud” to welcome the team. He said: “At L’Oréal Paris, we strive to connect and engage with our consumers via all touchpoints. We’ve chosen to work with key influencers who are true advocates for our brand and who will speak with sincerity to their audience.”

The team have all appeared in a Q&A feature on the L’Oréal Paris website. The group explain how excited they were to join the team and talk through their basic beauty routines.

L’Oréal has also released a clip introducing the five influencers on its YouTube channel.

Koskas added: “I am excited to immerse them into the brand and create amazing content – watch this space!”

The announcement follows L’Oréal’s #YoursTruly campaign which promoted the L’Oréal Paris True Match Foundation range and its 23 shades. The campaign’s ads featured 23 influencers from the UK, including a male model in a first for the brand.

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