L’Oréal Paris has introduced the first three members of its newly established collective with an emphasis on the arts, who have been chosen to add their particular skills to the brand’s vision.
The team, known as the “L’Oréal Paris League of Experts,” is now made up of social media star Erica Taylor, celebrity makeup artist Claudia Betancur, and red carpet expert Allan Avendao.
According to the brand, each member will be used as a “always-on expert” and will be highlighted alongside important brand launches and projects, like the 2018 Cannes Film Festival.
Establishing a collective will enable us to better communicate and engage with our consumers in a way that feels personal and relatable, according to Ali Goldstein, US brand president for L’Oréal Paris.Each creator in The League of Experts supports and strengthens our brand values of beauty, worth, and inclusivity in their own special way, encouraging people to feel and look their best.
We are excited to grow the collective even more and serve our customers at every stage of their beauty journeys by going beyond makeup.
Upon joining the organisation, Avendao pledged to uphold inclusion while giving “a fresh perspective on how makeup can enrich people’s lives and empower them.”
