L’Oréal appoints Magnum & Co as its influencer agency for consumer products

L’Oréal has appointed communications agency Magnum & Co as influencer agency of record for its consumer products division, which includes brands Garnier, L’Oréal Paris, Maybelline New York and Essie.

Following a three-way competitive pitch, Magnum & Co has been tasked with building social media communities via its bespoke influencer marketing platform, Magnetic.

Products that will be the focus of immediate influencer partnerships include Garnier Micellar Water, L’Oréal Paris Revitalift and Maybelline Great Lash Mascara. Magnum & Co will also support all new product launches in 2020.

Katie Barclay, director of Magnum & Co, said: “As brands we’ve grown up with, we couldn’t be more thrilled to be partnering with L’Oréal. Our approach to influencer marketing helps brands go beyond superficial metrics to create truly engaged communities, ingrained in culture. We’re looking forward to building a program that connects everyday Aussies with one of the world leaders in beauty.”

Georgia Reid, head of communications for the consumer products division at L’Oréal Australia, added: “Magnum’s strategic approach to influencer marketing is refreshing and we felt an instant connection with the team. We’ve already seen them pivot the program to adapt to the current climate and we’re excited to see what we can do together via this new partnership.”

Earlier this year, L’Oréal appointed Social Soup to its influencer account for its Luxe group of brands, including YSL, Lancôme and Kiehl’s.

Magnum & Co’s clients include Go Daddy, Contiki, Stayz, Australian Blueberries and Mangoes.


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