2 posts tagged "Preference"
The Pro: Christophe Robin, L’Oréal Paris global hair color expert
The Product: “I grew up in a little village in the countryside with nothing around. Once a month on Sunday mornings, my mother and all the ladies in the village would get together to do their hair color. There weren’t any hairdressers around so they had to do it themselves and they always used one box: L’Oréal Preference. I remember the smell—it was ammonia-based and didn’t smell very good, but if you want to go blonder, well…you can’t make an omelet without breaking eggs, right? It was stunning to see the power of these little boxes, to change women and make their hair lighter. I remember it always had to be the same box, applied in the same way. It was their ritual. I didn’t really want to be a hairdresser at this time, to be honest; it wasn’t in my head yet. But I was amazed at how beautiful all the women in the village looked on Sundays! Now I design shades for the L’Oréal line and I often think about my mother. [She] did a very good job with her hair and I want every shade to be perfect for her memory.”
Since making her grand entrée into the world of high fashion with a turn on the Emanuel Ungaro runway in 2004, there’s been no stopping Natasha Poly. The Russian-born beauty with the almondine eyes and high cheekbones has walked for everyone who is anyone and nabbed campaigns for Dolce & Gabbana, Alberta Ferretti, Givenchy, Jil Sander, and Gucci fragrances in the process. But as far as Poly’s concerned, she’s only just made it big. “I’ve been doing modeling for almost ten years and I’ve been working so hard to reach this moment,” she says of being named L’Oréal Paris’ newest spokesperson. “My dream came true. I’ve reached a point where I can actually send a message to people, saying to them, ‘You’re worth it—we’re worth it.” A L’Oréal user since early childhood—”my first exposure was the shampoos. The quality and the smell was so special,” she recalls—her first major beauty contract has perhaps been a long time coming; Poly wanted to be a professional makeup artist before she took up the catwalk full time. “I’ve always loved cosmetics and I always need to have my products backstage at fashion shows,” she says, products like L’Oréal’s Color Riche Lipstick in Red and its Voluminous Million Lashes Extra-Black mascara. “I curl my eyelashes and then apply this mascara; it really opens up the eyes.”
Poly’s first order of business for the French brand will be serving face time for its cult-classic Elnett hair spray—a fashion week essential—and its Preference hair color collection. An acolyte of Paris-based colorist Christophe Robin, Poly has been dyeing her hair varying shades of flaxen for the past five years and is diligent about post-dye job maintenance. “In my emergency kit, I have a mask from Kérastase,” she admits, mentioning that haircare and skincare are “the most important stuff” when it comes to keeping up appearances. “It’s my job—I always need to look good,” she says—even when she has to walk in back-to-back shows in four different cities. To keep her face from showing the wear and tear of the extra mileage, Poly swears by L’Oréal’s Youth Code Lumière. “It refreshes your skin. I massage it in every morning.”
Product swag aside, Poly is just generally excited to be a part of team L’Oréal, which already includes fellow supermodels Doutzen Kroes, Bianca Balti, Claudia Schiffer, Liya Kebede, and Barbara Palvin. “It’s beauty that’s approachable to everyone,” she says of the brand’s reach, “and it’s giving power to women of the world to be iconic and powerful and confident.” Watch the behind-the-scenes video for Poly’s first campaign above, and look out for her on the Versace runway tonight.