Male grooming and skin care brand L’Oréal Men Expert has enlisted popular British racing car driving Lewis Hamilton and model-of-the-moment Lucky Blue Smith as its global brand ambassadors, in a bid to push forward the brand’s ‘alpha male’ marketing campaign.

Hamilton will be the new face of Men’s Expert HydraEnergetic line, a range of anti-fatigue skincare. Says Hamilton, “In my world, success is down to focus and efficiency. L’Oréal Men’s Expert has the same philosophy and their high-tech products are made for men like me. I don’t want to waste a second and I’m used to getting the result I want. I’m proud to join the L’Oréal Men’s Expert Club.”

Lucky Blue Smith, renowned for his steely good looks and success on the runways, is said to ‘perfectly embody the new Alpha Male at L’Oreal Expert’ and is the new face of Men’s Expert HydroPower, a moisturizing skincare line.

Cyril Chapuy, L’Oréal Paris Brand Global President said, “Lucky Blue Smith embodies the new Alpha Male at L’Oréal Men Expert. Confident, he’s the force behind his own success, a model made on social media, but not only. Truly connected to his followers, he creates a whole new level of connection by organising meet ups with his fans. His incomparable, almost ethereal look, and his selfie-made story is one that L’Oréal Men Expert connects with. He’s an Alpha Male, a social media-made style leader for his generation, men and women alike.”