L’Oreal wants you to appear in its next hair ad!


I’m not usually one for doing competitions on here and I avoid writing about model competitions unless they’re exceptional. But this one really is. L’Oreal is running a competition* to find the face (well, hair) of its Casting Crème Gloss range. The prize? The chance to star in a L’Oreal ad and utter those immortal lines, ‘Because I’m Worth it’. Let’s face it, if you were ever going to be the face of a beauty brand, you’d want it to be L’Oreal (well I would).

To enter, would-be Doutzens and Beyonces need to upload a photo to Facebook by 27th November (that’s practically a whole month to practice the hair flicks) where their friends, family and hopefully hoards of the general public will vote for them (voting dates from 28th November to 4th December). But that’s not all. Once shortlisted, the most popular brunettes, blondes and redheads will attend a live audition in front of an X-Factor-style judging panel, including – and here’s the stroke of marketing genius – one Cheryl Cole. Fan or not, this is a clever campaign that wraps up the modern-day appetite for reality TV contests, celebrity culture and social media in one tidy zeitgeist-capturing package. Now, get me Guido on line two…

*Opens to female UK and ROI residents aged 16+. Entrants must register with L’Oréal Insider, colour their hair using Casting Crème Gloss and upload a photo on Facebook. No purchase necessary. Closing date 27/11/2011. For full Terms & Conditions and to enter visit this page.

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