L’Oréal Paris ups influencers but admits convincing the board has been ‘difficult’

L’Oréal says it has seen a direct sales uplift due to its beauty influencers, but admits getting the board to back this strategy has not always been easy.
The brand announced today (6 July) that it has added three more beauty bloggers, Lydia Millen, Ling KT and Amena, to its ‘Beauty Squad’. L’Oréal originally launched the ‘squad’ in September last year, in a bid to “craft a different type of relationship” when working with influencers