L’Oréal Paris has heavily relied on celebrities in its marketing strategy. But recently, it’s added influencers to the mix to connect with consumers in the digital world and reinforce the message of the brand through diversity, a cause with which many brands are now aligning themselves. At the Digiday Brand Summit in Berlin, Adrien Koskas, L’Oréal Paris UK’s general manager, talked about the role influencers play in brand amplification and how L’Oréal works with them to reach out to women across age groups, regions and races to reinforce its brand message, “Because you’re worth it.”
