Aimee Buchanan
French beauty giant L’Oréal has appointed bespoke agency WPP Beauty Tech Labs to its advocacy and influencer account across Australia and New Zealand.
The bespoke agency has been created to consolidate L’Oréal’s influencer activity, including all 32 brands such as CeraVe, La Roche-Posay, L’Oréal Paris, Kiehl’s, YSL, Lancôme, NYX, Maybelline, Redken, under one agency.
AdNews reported the pitch in January 2024, the account is understood to be worth $30m.
Previously L’Oreal had more than 25 agencies working on its influencer account.
L’Oreal is one of the largest influencer advertiser in the country and works with over 5000 influencers per year.
WPP Beauty Tech Labs leverages the talent, technology, and expertise from across the WPP network Wavemaker, GroupM and Ogilvy PR.
The team takes on the responsibility of full-service influencer management, ensuring greater consistency, strengthened governance and compliance, and empowering L'Oréal’s brands to focus on strategic brand building.
L'Oréal ANZ chief digital and marketing officer Georgia Hack said this collaboration with WPP is dedicated to driving innovation, transformation, and excellence in the content and advocacy space.
"Under this partnership, WPP Beauty Tech Labs will go beyond day-to-day brand activities, streamlining operations, enhancing brand strategies, and providing valuable industry insights," Hack said.
"It will also enable L’Oréal to scale its influencer marketing activity, tapping into new markets, connecting with diverse communities in more meaningful ways, and strengthening its position as a leader in the beauty industry.”
GroupM ANZ CEO Aimee Buchanan said Wavemaker has worked on the L’Oreal media business since 2021, and GroupM is thrilled to expand remit with them into the fast-growing world of influencer marketing.
"WPP Beauty Tech Labs is designed to connect L’Oreal’s impressive suite of brands with audiences in authentic and relevant environments," Buchanan said.
"Our technology-driven approach, combined with the expertise of our team, a holistic view on the overall media strategy will provide unparalleled opportunities for influencers, creators and talent agents to collaborate with L’Oréal’s iconic brands across the region.”
The win buildings on the group’s expertise in 10 L’Oréal markets worldwide in the SAPMENA region (South Asia Pacific, Middle East & North Africa).
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