21-year old blogger Kristina Bazan selected as face of L’Oréal Paris


While mammoth cosmetic companies habitually appoint celebrities as their brand ambassadors, L’Oréal Paris opted for the atypical route. As a whiff of fresh air the French cosmetic house recently selected a brand ambassador from blogosphere. 21 year old Kristina Bazan is the envy of Parisian girls at the moment. Her style blog Kaysture has more than 2 million views monthly and her Instagram account features over 2 million followers.

“She is a bridge between classical advertising and the consumer,” Yann Joffredo, vice president of global cosmetics at L’Oréal Paris, told WWD.

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“Kristina is totally in line with all the values of the brand,” he continued, describing her as a “woman of worth,” entrepreneurial, a makeup junkie, glamorous, connected and authentic.

U.S.-Switzerland-born Bazan began documenting her daily outfits on Lookbook during her high school days. Soon thereafter, she launched Kayture, a blog featuring genres of beauty, fashion, lifestyle and travel. Bazan’s primary role is the co-creation of exclusive content with L’Oréal Paris, covering the brand’s color-cosmetics events and partaking in the new digital era of makeup.