July 06, 2011 09:10 ET

L'Oreal USA Presents the New Face of

NEW YORK, NY--(Marketwire - Jul 6, 2011) - L'Oréal USA re-launched this month with a fresh new look, a team of experienced contributing writers and plans to become the BBF (beauty best friend) of its readers. Committed to providing an authentic, editorially-independent site, L'Oréal USA teamed up with Federated Media to outsource the editorial content of to writers and beauty bloggers in order to create a website that is relatable to every woman. New content is posted daily, including feature stories, blog posts, slide shows, "how to" videos, beauty news, tips and tricks and conversational starters. The URL was acquired by L'Oréal in 2009.

The new site aims to engage all beauty lovers under the direction of Consulting Editor Ellen Seidman, formerly Deputy Editor at Glamour Magazine where she oversaw beauty coverage, and Editor Ayren Jackson-Cannady, formerly a beauty writer for various women's magazines including Redbook, Glamour, Real Simple and Fitness. Contributing writers include a team of professional journalists and top bloggers such as Sarah Wexler, writer for Allure and InStyle, Jeannine Morris from, and Lauren Cosenza from, among others, all of whom are experts in the latest beauty trends.

"Our brand strategy for is to speak to women as only their beauty best friend can," said Farrah Linden, Corporate Media Manager, L'Oréal USA. "We want to stimulate their beauty lives and encourage them to fearlessly step up to the 'new' and dare to be just a bit more adventuresome. Our brand tone is one of a best friend; we are playful, encouraging and in-the-know." offers social and interactive content for its readers to enjoy. Topics range from face, eyes, lips, nails and skin-care. Between now and September, the site's featured subject matter will expand to include video and more viral content linking back to's Facebook page and twitter account. Readers will enjoy fresh new articles daily to keep the site compelling and vibrant.

"We're going to cover beauty for women in a way that no other site can, using a unique mix of professional journalists and influential bloggers who will go straight to the source -- professional makeup artists, hairstylists and dermatologists -- to offer a personality-packed look at beauty 'how-to's,' trends and news," said Ayren Jackson-Cannady, the newly-appointed Editor of

L'Oréal USA, headquartered in New York City, with 2010 sales of over $4.7 billion and 9,800 employees, is a wholly-owned subsidiary of L'Oréal SA, the world's leading beauty company. In addition to corporate headquarters in New York, L'Oréal USA has Research and Innovation, Manufacturing and Distribution facilities across six other states including New Jersey, Kentucky, Arkansas, Illinois, Ohio, and Texas.

L'Oréal's impressive portfolio of brands includes Lancôme, Giorgio Armani Beauty, Yves Saint Laurent Beauté, Viktor & Rolf, Diesel, Cacharel, L'Oréal Paris, Garnier, Vichy, La Roche-Posay, L'Oréal Professionnel, Kérastase and Shu Uemura Art of Hair. The U.S. is the base for the product development, international marketing and advertising for L'Oréal's twelve American brands: Maybelline New York, Soft-Sheen.Carson, Kiehl's Since 1851, Ralph Lauren Fragrances, Essie Cosmetics, Redken 5th Avenue NYC, Matrix, Mizani, Pureology, SkinCeuticals and Dermablend. For more information on our brands visit

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