|'Queer Eye' star Kyan Douglas will a a product spokesman for L'Oreal.
Citing his "huge fan following," L'Oreal's president and general manager, Carol Hamilton, said in a statement that Mr. Douglas "always has the perfect grooming advice, always given with a healthy dose of humor."
Mr. Douglas, who is Queer Eye's beauty authority, will consult L'Oreal on new product development and will tout its various brands to consumers, according to the company.
The deal marks the first time L'Oreal has used a single spokesperson for its raft of brands across categories ranging from hair colors such as Preference and Feria and skin-care lines such as Dermo-Expertise to L'Oreal Color Cosmetics.
First standalone retail store
L'Oreal has been seeking to build closer relationships with consumers and create a more prestigious image for the mass brand, including the recent launch of its first stand-alone retail store in Los Angeles, dubbed The Living Lab.
L'Oreal has also been paying more attention to products within its largest segment, hair color, that are targeted to teenagers and men. Earlier this year the company retained singer Jewel to represent its Feria hair color line along with existing brand spokeswoman, pop star Beyonce.