L'Oréal Paris Assembles a League of Experts

L'Oréal Paris is Assembling a talent collective, the 'L'Oréal Paris League of Experts,' and welcomes its first three members—Allan Avendaño, Claudia Betancur, and Erica Taylor.

They will contribute to the brand's artistic vision through their various areas of beauty expertise.

Ali Goldstein, L'Oréal Paris, U.S. brand president, says, "Establishing a collective will allow us to better reach and engage with our consumers in a way that feels approachable and relatable. Each artist in the League of Experts, in their unique way, upholds and empowers our brand values of beauty, worth, and inclusivity."

Each expert will be leveraged as an always-on expert for the brand and spotlighted alongside key brand launches and initiatives.

• Allan Avendaño is known for his editorial and red-carpet expertise, having worked with some of the top talent in Hollywood.


• Claudia Betancur is one of the most prominent celebrity makeup artists in the Latin market, with more than 30 years of industry experience.


• Erica Taylor, a veteran makeup artist, who has a deep-rooted knowledge in the industry and has quickly become a trusted expert on social media in recent years, sharing her makeup tips and tricks with her more than 1M engaged followers.

This group of experts will be tapped for everything from creating red carpet looks during key tentpole moments and having a presence at influencer events to providing digital-first educational content. Together, with the brand, they will continue to highlight their individual, expert points of view and support the brand's worth equity.

This initial group of talent will begin to be leveraged during several upcoming brand activations, including the Cannes Film Festival.