L'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.

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.