L’Oréal appoints Social Soup as its social influence agency of record for Luxe brand group

Social Soup has been appointed the social influence agency of record for L’Oréal’s Luxe group of brands, following a four-way competitive pitch.

The relationship will work on a 12-month retainer arrangement.

Social Soup has worked with has worked with L’Oréal for three years, across its YSL, Lancôme and Kiehl’s brands. The agency has previously leveraged its influencer relationships to produce a ‘mass mentions’ campaign, increasing social media buzz around the brands.

Social Soup will continue campaigning to increase the quality of brand mentions for YSL, Lancôme and Kiehl’s and improve their growth on social media.

David Blamey, procurement manager for L’Oréal Luxe, said: “Following a competitive tender process, L’Oréal Australia has happily decided to reappoint Social Soup in order to assist our Luxury brands; YSL, Kiehl’s and Lancôme, in driving engagement across social media channels through Social Soup’s innovative influencer outreach and partnership program.”

Sharyn Smith, founder and CEO of Social Soup, said: “L’Oréal is one of the most admired beauty brands in the world. But what I’m particularly excited about is the opportunity to leverage our new influencer matching technology, the Alignment Algorithm, to ensure the brand only partners with influencers that are the best fit for their products.

“At a time when marketing dollars need to generate the maximum return possible, the new approach to identifying and selecting influencers represents a maturing of the industry and an answer to this challenge. It will enable clients to choose to work with the best influencers and assess agencies that really deliver ROI.

“I look forward to supporting L’Oréal on a 2020 program that will focus on building communities around the brands and delivering sustained impact and positive ongoing advocacy.”


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