L’Oréal Paris names new brand spokesperson

French cosmetics company L’Oréal Paris has named American actress Aja Naomi King as its new brand spokesperson.

Set to represent the beauty brand from early next year, Aja joins the company’s list of celebrity ambassadors such as Julianne Moore, Eva Longoria, Elle Fanning, and Camila Cabello.

L’Oréal Paris USA president Tim Coolican said: “In welcoming Aja to the L’Oréal Paris family, we are thrilled to strengthen our diverse roster of spokeswomen and further connect with a younger generation of consumers.

“Aja has openly and powerfully shared her journey to overcoming feelings of self-doubt and as such, inspires others to embrace their own beauty and self-worth. She is incredibly talented, accomplished and most importantly, fully understands and embraces our brand philosophy of ‘Because You’re Worth It'”.

The actress will star in print and digital advertising campaigns in the US for hair, skincare, and cosmetics.

Aja’s first campaign will be for True Match Lumi Glow, a new collection featuring Glotion Natural Glow Enhancer, Glow Nude Palette, Shimmerista Powder, Glow Amour, Glow Boosting Drops, and Bronze It Bronzer.

In addition, she will serve as a presenter at L’Oréal Paris’ Women of Worth celebration on 6 December 2017, including social media promotion and campaign for the brand.

Aja said: “Growing up, I watched my mom apply her makeup in the morning and wanted so badly to be part of that daily ritual with her. Seeing how much she enjoyed putting makeup on, including her go-to L’Oréal Paris Colour Riche Lipcolour inspired me to love makeup as much as she did

“To now represent L’Oréal Paris is incredibly overwhelming. I am so excited to help others find and believe in the beauty of who they are because everyone deserves to know their own worth.”