L'Oreal Paris is inviting fans to enter a contest to become the brand's guest social media editor, an attempt to connect more with millennials and leverage their insight.

The Editor-In-Gloss contest is encouraging fans of the brand to write a blog post explaining why they would be the best social media editor, a job that includes creating content to engage users on social media hoping to see positive results by leveraging perspective from a member of its audience. The brand is taking to its social channels to share updates with participants and fans, targeting millennial women. 

"Social Media is the crux of the whole campaign," said Malena Higuera, L?Oréal Paris, senior vice president of Marketing. "We are looking to provide an opportunity for a digital or social media enthusiast to be a guest editor across all of the L?Oreal Paris social channels, including Instagram, Tumblr, Facebook, Twitter, and LOrealParisUSA.com. 

"The opportunity will last a full year, during which the winner will develop content for the #1 beauty brand, L?Oreal Paris, and work with the incredible team to learn valuable skills relevant to social media and digital marketing," she said. 

The brand is pulling out all the stops on social media to connect more with millennial consumers, and is hoping that a member of that demographic will be the ideal eyes to reach them. The contest is hoping to attract the numerous millennial women who are interested in social media, blogging content and beauty news. 

L?Oreal is encouraging women to share a post on a blog or vlog on YouTube explaining how they would be the best candidate for the job. Girls interested in a career in social media and digital can follow the campaign on Snapchat, Twitter, Instagram, Facebook and Pinterest, which are the leading platforms for millennials. 

The contest will coincide with an college campus tour in partnership with Recess, an organization that entertains college campuses, in which students can hear from panels featuring famous YouTube personalities Katy Bellotte and Claudia Sulewski. 

The tour and contest is to promote its new shampoo system, Nutri-Gloss, which is a line of products that enforces shiny and glowing hair. 

With many college students looking for a career in digital and social media fields, and the career path becoming such a popular concept, L?Oreal is attempting to reach these consumers on their level. The effort can facilitate a brand loyalty as well as drive sales for its new products. 

L?Oreal Paris is rolled out a campaign to coincide with the brand?s Advanced Haircare line in March and aked social media users to share their powerful hair moments on Facebook, Instagram and Twitter with a specified hashtag for a chance to meet supermodel Karlie Kloss, proving that incentives are key for beauty campaigns on social (see more). 

It also aimed to bring makeup artists closer to the brand with a YouTube-centered search for the next great designer, including a contest offering a cash prize worth 100,000 euros, or about $116,000, and a one-year contract (see more).