Chris Holden

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Nicolas Krafft Celebrates Inclusivity at L’Oréal

by Chris Holden - April 3rd, 2019.
Filed under: Beauty Expert.

Nicolas Krafft is the Vice President of Global Business Development at L’Oréal Paris. He holds a Bachelor’s Degree in Business Management from the University of St, Gallen. In addition, he took a Cooperate General Management Program at INSEAD, The Business School of The World. Nicolas Krafft’s experience at L’Oréal dates back to December 2002.

On 30th September 2018, L’Oréal Paris organized a beauty and fashion show in Paris. The show was the second annual event, but the first of its kind. Krafft alongside L’Oréal’s management held the show on a floating catwalk. The event displayed the company’s newest looks and made beauty and fashion visible as well.

Holding the show on a floating catwalk was not as easy. The runway was approximately 60 meters long, staged over River Seine in France. It took slightly longer than a week to erect and pull down the catwalk. The event was open to the public. All passers-by could have a view. It was also recorded using drones and broadcasted in more than 100 countries across the globe. Nicolas Krafft designed the show to celebrate diversity both in beauty and fashion. The runway was filled with celebrities. Participant renowned models included:

  • Elle Fanning
  • Eva Longoria and
  • Louise Bourgoin

Creativity in fashion was also core during the show. The diversity in Paris’ population inspired L’Oréal. The show had the support of various familiar faces, including the company’s brand new ambassador, Duckie Thot, Game of Thrones character, JaimmeLanister, Nikolaj CosterWaldau, and Paralympic ski champ, Marie Bochet.

Nicolas Krafft scheduled the event during the Spring/Summer Week. This was to factor in the novelty in fashion as well as L’Oréal’s effort in availing beauty and fashion to the world. The company’s make-up and hair artists showcased 70+ new looks during the annual fashion and beauty show. About 13 partner brands also displayed newly created collections and jewelry using models like Balmain, Miu Miu, Isabel Marant, and Sonia Rykiel.

Nicolas Krafft admits that he hasn’t encountered any brand that showcases fashion and beauty as L’Oréal does. The modern marketing campaigns, including shows, are certainly unique. L’Oréal’s ability to reach the world, for instance, during the annual event is also an achievement on their part.

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