Advertising Industry
Industry: Email Alert RSS FeedL'Oreal Styles Haircare with Destiny's Child - L'Oreal S.A. signs on Beyonce Knowles as spokesperson and model - Brief Article
Brandweek, Feb 26, 2001 by Christine Bittar
L'Oreal has signed the lead singer for R&B group Destiny's Child, 19-year old Beyonce, as its new spokesperson/model for its hair, color cosmetics and skincare products. The contract, which extends to five years, covers TV and print ads, promotions and a separate L'Oreal sponsorship for a summer tour with Destiny's Child and the Backstreet Boys.
Beyonce will appear in TV and print ads this spring for Feria, L'Oreal's trendier, youngerskewing hair color brand. The singer will later be featured in the ads for skin and hair color products, although specific brands are still unknown. Ads were being shot last week in New York by photographer Matthew Ralston. Agency McCann Erickson, New York, handles. Wilhelmina Artist Management, N.Y., brokered the deal.
Most RecentAdvertising Articles
- WPP's Sorrell Plans Further Reprisals Following George Patterson Victory
- Liverpool F.C. Confirms It Wants £250M for New Stadium Sponsorship; Debts...
- The Real Life Don Draper: Ad Exec Who Disappeared to Lead Double Life Is Found
- BBDO Detroit to Close as It Loses Chrysler; Twitter Was No Help
- How McCann Botched the Sterling Cooper Acquisition: "It's the Clients, Stupid"
- More »
Though fans of Grammy-winning Destiny's Child vary in age range and L'Oreal has previously signed music artists/models, including Vanessa Williams and Jennifer Lopez, the Beyonce deal is one of the first that would most directly appeal to the younger MTV generation.
Beyonce is a wonderful role model for young women, said L'Oreal rep Michael Trese. She would not confirm any other contract details beyond her endorsements for skin, color and hair. The partnership is expected to include the tour sponsorship, contests, VIP access and other promotions, and online Beyonce chats and beauty tips, in addition to L'Oreal product sampling at concerts.
Brought to you by CBS MoneyWatch.com
- Best- and Worst-Paid College Degrees
- 6 Things You Should Never Do on Twitter or Facebook
- How Much Sleep Do You Really Need?
- 6 Big Myths about Gas Mileage
Most Recent Business Articles
- Multiple criteria evaluation and optimization of transportation systems
- Multi-criteria analysis procedure for sustainable mobility evaluation in urban areas
- A two-leveled multi-objective symbiotic evolutionary algorithm for the hub and spoke location problem
- Multi-criteria analysis for evaluating the impacts of intelligent speed adaptation
- The development of Taiwan arterial traffic-adaptive signal control system and its field test: a Taiwan experience
Most Recent Business Publications
Most Popular Business Articles
- 7 tips for effective listening: productive listening does not occur naturally. It requires hard work and practice - Back To Basics - effective listening is a crucial skill for internal auditors
- FAS 109: a primer for non-accountants - Financial Accounting Standards Board's "Statement 109: Accounting for Income Taxes"
- Design a commission plan that drives sales - Sales Commissions
- Too Young to Rent a Car? - 25-years-old the minimum age for car renting - Brief Article
- LIFO vs. FIFO: a return to the basics



