At the end of the project, 80% of the creators will make up the influencer team of one of the company’s 21 brands in the country.
Taís Araújo joined the L’Oréal Group in Brazil to support the Beleza Mais Diversa program, joining other black personalities, such as Tássio Santos (Herdeira de Beleza), Vivi Siqueira, Amanda Mendes (Tô de Crespa) and Matheus Machado to accelerate the careers of black content creators in the country.
“The advertising market has changed a lot in recent years, both in terms of content and representation, and this is a long journey. Today, I know that I am a possible reference, but the creative economy allows for a greater amplification of representation and opportunities. For me, it is also a way of learning from this new generation and supporting this future with more possibilities”, says Taís Araújo.
The program is carried out in partnership with TikTok, YouPix and Mover, and emerged from a survey carried out by Afro.BR which showed that 33% of black people in the country have no beauty inspiration.
“We want to go further, because we know that education is the key to social empowerment. That’s why we’re contributing to the professionalization of content creators, especially young black people. We want to boost their careers and having Taís’ support will be fundamental in this process,” says Márcia Silveira, senior manager of DE&I, advocacy and social commerce.
According to the company, at the end of the program, 80% of the creators will make up the influencer team of one of the company’s 21 brands in the country.
