L’Oréal Professionnel is getting a lift from two star influencers.
The professional hair arm of the L’Oréal brand has tapped Hailey Baldwin and Taylor Hill as their international spokeswomen for 2017. Combined, the two have mobilized an army of almost 15 million Instagram followers.
“We’re [pleased] to welcome Hailey Baldwin and Taylor Hill into our L’Oréal Professionnel family. They embody a new generation of women that is both addicted to fashion and ultraconnected, women who express their personality through hair color and style to transform themselves just like with makeup,” said Marion Brunet, general manager L’Oreal Professionnel. “L’Oréal Professionnel has both the ambition and strength to address these needs, thanks not only to its broad portfolio of innovative products and services but also its talented hair artists whom we work with worldwide.”
Baldwin and Hill will split their time representing different product ranges for L’Oréal Professionnel.
Baldwin, the 20-year-model who is the daughter of actor Stephen Baldwin and niece to Alec, will act as muse for the spring and fall It Looks color collections, which are based on seasonal color trends. This year’s It Looks are 24 shades inspired by nature and designed by Vanessa Bruno.
For her part, Hill will front the relaunch campaign for the Série Expert hair-care range. She is also set to be the face of the Majirel Color Correction campaign, a color service inspired by the color-correcting makeup trend.
Both Baldwin and Hill are hot tickets right now for brands. Baldwin is currently the face of Guess, and Hill, a Victoria’s Secret angel who has modeled for both fashion week catwalks and fast-fashion brands Forever 21 and H&M, just signed as front woman and design collaborator for denim brand Joe’s Jeans.
This is not Baldwin’s first involvement in beauty. Last year, the Australian-based ModelCo announced Baldwin had collaborated with the company on a makeup line to be sold in Australia. Hill is not new to beauty either — she is currently a Lancôme ambassador.