L’Oreal is doing ‘background checks’ as part of a new influencer vetting process

L’Oreal Active Cosmetics is investing 90% of its influencer marketing budget on Instagram, but to ensure the brand is in safe hands it's performing “background checks” on the micro-influencers it's working with as part of a new three-step vetting process.
Since Unilever chief marketing officer Keith Weed put a spotlight on the problem of fraud in the influencer marketing sector, social media stars have been under greater scrutiny from advertisers.
For L’Oreal’s