Posts Tagged ‘Aja Naomi King’

THE ROOTS FAMILY: BECAUSE I’M WORTH IT!

Monday, October 15th, 2018

L’Oréal Paris Launches “The Roots Family” Web Series

“Because I’m Worth It” is the iconic phrase of a generation of women who stopped apologizing for prioritizing themselves over their spouses on occasion.  Written in 1973 when a social revolution and a new spirit of feminism was in full swing, the words became closely associated with beauty brand, L’Oréal Paris.  Now launching its latest hair product, L’Oréal Paris’ Magic Root Precision Pen (available next month on Amazon), the brand is reintroducing the phrase in a new campaign that brings to life its values of beauty and diversity, The Roots Family.

The celebrity-studded webisode series, now live on L’Oréal Paris’ YouTube channel, spotlights the individuality of each unique person by uniting brand ambassadors who widely span generations.  Needless to say, together they form a family.  The Family is aptly named, as each member has a serious root problem on their hands. There’s Maxine Roots (Helen Mirren), the forgetful and eccentric mother of Marilyn (Andie MacDowell) and Maxwell (Jonathan Saxby). Maxwell’s wife, Melinda Roots (Morena Baccarin), is a part-time philanthropist. Meredith Roots (Aja Naomi King), on the other hand, is a full-time drama queen. In addition to her penchant for dramatics, Meredith, along with her sister Margaret (Luma Grothe), is dealing with the issue of scattered gray hairs. Luckily, the family has found a magic root touch up solution that works for everyone.

L’Oréal Paris humorous shines a spotlight on this entertaining family united in common by their pesky gray roots. To resolve their hair woes, the brand highlights its complete range of temporary root-centric products.  The new Magic Root Precision Pen joins its Magic Root Coverup and Root Rescue.

L’ORÉAL TAKES OVER PARIS FASHION WEEK!

Sunday, September 30th, 2018

Atmosphere during Le Defile L’Oreal Paris as part of Paris Fashion Week Womenswear Spring/Summer 2019 on September 30, 2018 in Paris, France.

In an unprecedented event, L’Oréal Paris hosted its first runway show, Le Défilé L’Oréal Paris, on the river Seine over the weekend.  A wide audience watched the presentation from the Seine’s riverbanks, where spokespersons and models from different backgrounds appeared to walk over water (see below). Designed to bring fashion and beauty to an ever-wider audience from the heart of the French capital, Le Défilé L’Oréal Paris was also livestreamed to 30 countries.

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AJA NAOMI KING JOINS THE FACES OF L’ORÉAL PARIS!

Thursday, November 30th, 2017

Photo Credit: Paola Kudacki (PRNewsfoto/L’Oreal Paris USA)

L’Oréal Paris has named actress Aja Naomi King its newest spokeswoman. One of Hollywood’s top ingenues, the Yale graduate and  “How to Get Away with Murder” star attributes her love of beauty from a young age to her mom.  “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,” she said.  “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.”

In her newest role, King joins an esteemed roster of spokeswomen including Julianne Moore, Eva Longoria, Elle Fanning, and Camila Cabello, among others, in representing the brand.  She will serve as a presenter at L’Oréal Paris’ Women of Worth celebration on December 6, 2017.  “Makeup became my armor growing up,” King confessed. “It provided me with a sense of protection and gave me the power and confidence to face the world in the way I wanted. 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.”   (more…)