Attention influencers: How to become a star with L'ORÉALISTAR!

A beauty giant in transition: Who is behind L'ORÉALISTAR?

The cosmetics icon L'Oréal is not only known for legendary brands such as Maybelline, Garnier and Lancôme, the company is now taking a big step into the future of influencer marketing with LOREALISTAR. This innovative D2I platform (direct-to-influencer) makes it clear that L'Oréal will focus even more strongly on creator power, community building and authentic content on social media in future (source: marketingscout.com).

But what exactly is behind the new Creator Loyalty Club and why could this program be a real game changer for up-and-coming and established influencers?

LOREALISTAR is currently being used in the DACH region (Germany, Austria, Switzerland) - other markets are in the test phase or being planned.

Do you have 1,000 followers? Then you can now work with L'Oréal!

LOREALISTAR is a creator platform developed by L'Oréal that specifically targets influencers with a strong local reach, even with a community of 1,000 followers or more. The aim of the initiative is to reward authentic, creative content and reward influencers via a transparent points system, the so-called "stars".

Imagine you regularly post reels about your favorite products, try out new lipsticks, show off your skincare routine - and suddenly you get an invitation: L'Oréal wants to work with you. No joke. No casting. No manager needed. Just because you're real. Welcome to LOREALISTAR. And the best thing is: you don't have to wait for someone to discover you. You can simply apply yourself.

A platform that opens completely new doors, especially for those who are otherwise often overlooked: Micro- and nano-influencers. Yes, you with your 1,482 Insta followers. You're not too small here - you're just right.

According tothe official platform description at , you areeligible to participate:

• Natural persons of legal age (all genders),

• with at least 1,000 followers on TikTok, Instagram or YouTube,

• with an audience share of at least 50 % in Germany,

• and an invitation from L'Oréal or application via the official form.
  
  
  

How LOREALISTAR works

Creators upload their own content, from TikTok to Instagram Reels to YouTube Short. If certain criteria are met (e.g. length, brand linking, monobrand/multibrand rule), they receive a certain number of "stars" for their contribution , L'Oréal's internal points system.

Important: The remuneration is not based on a fixed fee, but on a combination of:

• Format (story, post, video),

• actual reach (followers or views),

• engagement rate,

• and the branding strategy (monobrand or multibrand).

The system is transparent, scalable and promotes the quality of organic content, as only creative, product-oriented and original content is rewarded, no reposting, no shelf filming.

Why small influencers are also in focus

L'Oréal is serious - and is turning traditional influencer marketing on its head.
With LOREALISTAR, the beauty giant is no longer just targeting the usual faces with hundreds of thousands of followers, but above all those who are often overlooked: Micro and nano creators with real proximity to the community.

No glossy campaigns via agencies, no artificial hype. Instead: direct access to people whose reach may be smaller, but all the more credible for it. Because what really counts today is not perfect staging - but real connection.

"In line with the creator economy, LOREALISTAR is following the trend that everyone can be a creator and belong to the next generation of micro and nano influencers - a group that is becoming increasingly strategically relevant as a mouthpiece in our marketing mix. With the reward concept and a gamification approach, the platform makes our collaborations with content creators scalable and promotes brand loyalty. In this way, we strengthen the bond with influencers and grow together," comments Alma Lipa, Chief Digital & Marketing Officer L'Oréal DACH.
(Source: Press portal)

Smaller creators in particular are considered to be especially committed, credible and close to the community in the industry. Studies show this: Their recommendations achieve significantly higher interaction rates than traditional advertising or posts by big stars.

Simon Preuß, Head of Social & Advocacy L'Oréal DACH, puts it in a nutshell:

"As the market leader in the beauty industry, we already rely heavily on influencer marketing; we already work on a campaign basis with around 2,000 influencers in the DACH region every year. The first rollout has shown that LOREALISTAR improves brand loyalty and has a positive effect on posting frequency.
With our beauty and social media knowledge, we want to support the young generation of content creators in achieving their goals. The concept is a win-win situation for both sides: We support creators with our social media and product expertise and gain loyalty and brand trust early on in return."
(Source: Press portal)

How to collect stars - and become a L'Oréal brand ambassador:in

The highlight of the platform is the points system, the so-called Stars. No fixed fee, no jungle of rates, but a reward system that really rewards you for good content. You post a reel with your favorite L'Oréal product? Check. You tag the brand and stick to a few simple rules? Check. You'll get stars for this and they can be exchanged for real benefits: exclusive products, events, maybe even a permanent collaboration.

The message: share what you love and become part of the brand.

The most important requirements at a glance:

Of course there are rules: no reposting, no product photos from the shelf. You have to put your heart and soul into it. But that's the beauty of it: the platform rewards quality, not quantity. And you can stick to your own style, no prescribed script, no pre-formulated captions.

The exact points awarded are based on a table that takes into account reach, content format, branding type (mono/multibrand) and engagement (source: LOREALISTAR platform).

Why LOREALISTAR is so exciting for creators

In contrast to classic campaigns, LOREALISTAR:

• Transparent conditions

• Individual, creative freedom

• Rewards for genuine product enthusiasm

The more valuable content a creator shares - be it in the form of application videos, recommendations or reviews - the more stars he or she collects. These can in turn be redeemed for exclusive benefits, new products, events and potential collaborations.

For the first time, the initiative enables a scalable, long-term collaboration in which smaller creators are also fairly remunerated and involved (see press portal).

What makes LOREALISTAR so smart from an influencer marketing perspective?

L'Oréal is getting serious with LOREALISTAR - and is making classic influencer marketing look pretty old.
Instead of large campaigns via agencies, the company is now focusing on direct access to real people with real reach - even if it is smaller. Micro and nano creators with just a few thousand followers are taking center stage. Why? Because today you don't need flawless studio shots with 300,000 likes to make an impact - you need real voices with a genuine connection to the community.

And this is exactly what makes LOREALISTAR so smart: according to a report on internetworld.at, L'Oréal wants to deliberately avoid the detour via agencies with the platform. The goal: scalable but authentic user-generated content. Not disguised as advertising, but as an honest exchange. And that in a hundredfold.

The message is clear: influencers are no longer reach machines - they are partners at eye level in brand building. The creator economy is changing. And platforms like LOREALISTAR show how professional, sustainable and at the same time approachable influencer marketing can be today - when it's no longer just about campaigns, but about relationships.

Of course, L'Oréal is not doing this out of pure idealism. The platform is also a pretty clever strategic move. Why spend a lot of money on a single top influencer when you have hundreds of smaller ones talking honestly about products - because they really use them? That's no longer advertising. This is community.

And that's exactly what works. Because you realize that it's not just about selling, but about trust. Creators become brand ambassadors - not because they have been booked, but because they consciously choose to do so.

Three strategic advantages:

1. Long-term brand loyalty: Gamification and loyalty mechanics create genuine identification.

2. Qualitative user-generated content (UGC): No off-the-shelf ads, but creative, product-related content from the community.

3. Scalability without wastage: L'Oréal reaches thousands of creators simultaneously - with full control over guidelines and brand visibility.

LOREALISTAR is the missing link between brand strategy and creator economy

With LOREALISTAR, L'Oréal is creating a platform that rethinks influencer marketing: scalable, fair, participative and therefore perfect for a time when community relevance is paramount.

For creators, this means: participating, becoming visible, growing. For brands: engagement instead of reach, loyalty instead of short-term buzz.

So: Waiting is yesterday - applying is now!
👉 Click here to go directly to the LOREALISTAR platform