L'Oreal Paris' announces new brand ambassador

L'Oreal Paris' announces new brand ambassador

21-year-old Kristina Bazan chosen for coveted role

Text: Shannon Wylie

Blogosphere buzz rides high as beauty breaks the mould of brand ambassadorship

In a bid to bring the demographic of one of the world's most recognised brand's down to 20-something, L'Oréal Paris have teamed up with beauty blogger Kristina Bazan. The 21-year-old face and name behind the blog Kayture, is one of the first (and perhaps youngest) bloggers to burst into the beauty arena on such an international scale — previously this title was held (and tightly treasured) but celebrities and supermodels.

However, Yann Joffredo, Vice President of Global Cosmetics at L'Oréal Paris says: "She is a bridge between classical advertising and the consumer."

Here's a sneak peek at Kristen's first foray as the face of L'Oréal Paris...