L’Oréal has appointed WPP Beauty Tech Labs as its advocacy and influencer agency across Australia and New Zealand.
The appointment consolidates work for all 32 of its iconic brands under one agency, including CeraVe, La Roche-Posay, L’Oréal Paris, Kiehl’s, YSL, Lancôme, NYX, Maybelline and Redken.
WPP has been created to unify L’Oréal’s influencer activity, and redefine how its brands engage with influencers and creators, ensuring its continued success in the ever-evolving beauty landscape.
L’Oréal Groupe’s mission is to create beauty that moves the world. It aims to offer everyone it works with the best of beauty, while fulfilling the unique needs and aspirations of each consumer.
WPP sets new standards
WPP brings together top talent, technology and expertise from across the WPP network. It combines the strengths of Wavemaker, GroupM, and Ogilvy PR to deliver on that promise.
The team is responsible for full-service influencer management. This ensures greater consistency, stronger governance and compliance, while allowing L’Oréal’s brands to focus on strategic brand building.
By using WPP’s expertise and fresh perspectives, L’Oréal Groupe will further build trust and foster meaningful conversations between consumers and its brands.
The team is also dedicated to driving influence with purpose, ensuring strategies deliver real impact through real people.
It’ll work with local talent agents, influencers, social platforms and industry bodies, enabling smooth integration and measurable impact across all L’Oréal brands.
WPP aims to set new standards in innovation, creativity and integrated measurement. With technology at the core, the goal is to help L’Oréal stay the #1 beauty brand in ANZ.
Ready to scale-up
L’Oréal ANZ’s chief digital and marketing officer Georgia Hack says: “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.”
It will also enable L’Oréal to scale its influencer marketing activity. This includes tapping into new markets, connecting with diverse communities in more meaningful ways and strengthening its position as a leader in the beauty industry, Hack adds.
“Wavemaker has worked on the L’Oreal media business since 2021, and we are thrilled to expand our remit with them into the fast-growing world of influencer marketing,” says GroupM Australia and New Zealand CEO Aimee Buchanan.
“WPP Beauty Tech Labs is designed to connect L’Oreal’s impressive suite of brands with audiences in authentic and relevant environments.”
Our technology-driven approach, combined with the expertise of our team, will provide a holistic view of the overall media strategy. This will also create unparalleled opportunities for influencers, creators and talent agents to collaborate with L’Oréal’s iconic brands across the region, Buchanan adds.
The appointment represents a significant step towards achieving L’Oréal’s goals in the beauty space.
Additionally, it cements Wavemaker and WPP’s position as leaders in influencer marketing and brand advocacy.
It also builds on the group’s extensive expertise in 10 existing L’Oréal markets worldwide, including the SAPMENA region (South Asia Pacific, Middle East and North Africa).
