L’Oreal Paris is strict about who they’ll work with as brand ambassadors.
L’Oreal Paris don’t want to pair up with celebrities because they’re “hot right now”.
The iconic brand, who is worked with Kristen Bell as its new brand ambassador, wants to focus on longevity when it comes to who they’ll pair with at events like the Primetime Emmy Awards on September 14.
Julie Delazyn, U.S. vice president, head of brand image and experience at L’Oréal Paris USA, told WWD that The Good Place star is “proof point” of their approach, as she praised her wit, charisma and voice.
She explained: “We don’t go for somebody who’s just hot right now.
“We try not to just jump on what’s cool and hot, and we try to understand, is this person aligned with us for the long run?”
When working with someone, L’Oreal Paris also put more of a focus on “sentiment” rather than combing through social media followings.
Delazyn added: “I think followership isn’t necessarily important, but I think sentiment is,” she said. “It’s less of a numbers game and more of a sentiment for us.”
Meanwhile, Delazyn noted that the brand are always taking notice at events like the Emmys as a way of seeing if they’re making the right choices.
She explained: “We’re really looking and we’re listening at these big events because more and more, as a consumer, you see it in these bite-sized formats.
“You see sound clips, you see amazing interviews on the red carpet, and that’s a really great gut check for what is important to that person and how they are communicating it.”
Kristen recently admitted she can still remember “sneaking into [her] mom’s vanity, stealing five minutes with her L’Oréal Paris lipstick” as she tried to figure out who she could be.
She told Fairchild Studio: “[L’Oréal Paris] gave me the tools to go find out — and they’ve been doing that for women for decades.
“Not handing us an identity, but handing us permission to go try one.
“I’m proud to be a global ambassador of a brand that’s always understood the difference.”
She also reflected on the brand’s iconic “You’re Worth It” slogan, and offered her perspective on what the words really mean.
Kristen added: “‘You’re Worth It’ isn’t something L’Oréal Paris gave women — the worth was always ours.
“What they gave us was permission to say it out loud. That’s the part that gets me.
“It isn’t about being made to feel valuable. It’s about a brand that handed women the mic before anyone else thought to.”
L’Oreal Paris won’t work with celebrities just because they’re ‘hot right now’
