Loreal have used Beyonce to represent their product because of the appeal she has to women, she is beautiful, talented and successful which is what most women typically aspire to be.

the encoders of the advert have decided to shoot Beyonce in a low angled big close up. This represents her as important and almost angelic because of the contrast between her face and the plain white background. Low angel shots are usually used to make the model look powerful and independent which Beyonce is, she is one of the mot successful female artist of our time