Models/Instagirls Taylor Hill and Hailey Baldwin are the new faces of L'Oréal Professionnel (L'Oréal's upscale in-salon brand), the company announced on Wednesday. Both Hill and Baldwin have scored makeup-specific beauty contracts in the past — with Lancôme and Model Co., respectively — but this marks a first entree into the hair realm for both.
"They embody a new generation of women that is both addicted to fashion and ultra-connected, women who express their personality through hair color and style to transform themselves just like with make-up," said Marion Brunet, L'Oréal Professionnel International General Manager, of the news via a statement. "L'Oréal Professionnel has both the ambition and strength to address these needs, thanks not only to its broad portfolio of innovative products and services but also its talented Hair Artists whom we work with worldwide."
The news release highlights the importance of both Baldwin and Hill's social media prominence, calling out Baldwin's status as a "selfie pro" with her 8 million-plus Instagram followers and Hill's 6.8 million. The brand also posted a video announcing the news on YouTube:
According to L'Oréal, Baldwin will serve as a "muse" for colorist Vanessa Bruno and will help to launch 24 new shades for the professional INOA hair-color line. Meanwhile, Hill will front the Série Expert hair-care range, as well as the Majirel Color Correction campaign. Both models took to social media to voice their excitement: