PARIS — French makeup artist Salima El Aliani won L’Oréal Paris’ first Brush Contest, a digital competition created by the beauty giant to scout new talent.
“Before, you would find new talent and trends in the streets. Today, the streets is the Internet,” said Yann Joffredo, global vice president of L’Oréal Paris and one of the competition’s four judges, alongside Karim Rahman, the L’Oréal-owned brand’s global makeup artist, stylist Michael Angel and Swiss blogger Kristina Bazan.
“We were looking for someone who has his own style and signature, but at the same time understands L’Oréal. And Salima has made some bold moves and very risky choices, but that paid off in the end. She brought in something new into the game,” Joffredo said about El Aliani, who owns a small business of wedding items in Troyes, France, where she designs traditional dresses and creates hair and makeup looks for brides-to-be.
Each of the finalists was assigned one of five L’Oréal brand ambassadors — Karlie Kloss, Doutzen Kroes, Soo Joo Park, Lara Stone and Barbara Palvin — to work with. plus colors ranging from orange to blue to purple. The contestants were judged based on the architecture of shape, the art of the look and the obsession of color.
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“Salima worked with yellow and purple, two of the most difficult colors to use and basically reinvented contouring on Lara Stone,” enthused Joffredo, adding: “We wanted to be surprised, and we were.”
El Aliani, “a self-made makeup aficionado,” as she put it, is to receive a one-year contract with L’Oréal Paris worth 100,000 euros, or $114,005 at current exchange, and is to participate in the brand’s beauty photo shoots, tutorials and beauty academy in Cannes, France.
According to Joffredo, the Brush Contest, billed as the first international makeup competition and aired as a mini-series on L’Oréal Paris’ YouTube channel, is to take place each year.
“There is no other contest for makeup. So there was an element of doubt for us, but we were extremely happy,” he said.