WPP wins consolidated L’Oreal Groupe influencer account
L’Oreal Groupe has consolidated its Australian and New Zealand influencer activity for all its 32 brands under a single agency — WPP’s new Beauty Tech Labs.
The bespoke agency has been created to bring together “the best talent, technology, and expertise” from across the WPP network, including Wavemaker, GroupM, and Ogilvy PR.
Mumbrella understands the account is worth over $30 million.
L’Oreal is one of the biggest influencer advertisers in the country, working with over 5,000 influencers every year. L’Oreal was previously working with at least 25 separate agencies over its influencer activity.
Across the 32 brands — including Cerave, L’Oreal Paris, Lancôme, Maybelline, NYX — WPP Beauty Tech Labs will will be responsible for full-service influencer management.
It will help L’Oreal’s brands focus on strategic brand building, which the Groupe hopes will “further build trust and foster meaningful conversations” with consumers.
WPP Beauty Tech Labs is designed to “set new benchmarks in innovation, creativity, and integrated measurement, with technology at the heart of its approach to help L’Oréal maintain its position as the #1 beauty brand in ANZ”, according to a media release sent on Monday.
“This collaboration with WPP is dedicated to driving innovation, transformation, and excellence in the content and advocacy space,” Georgia Hack, chief digital and marketing officer at L’Oréal ANZ, said in the release.
“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, tapping into new markets, connecting with diverse communities in more meaningful ways, and strengthening its position as a leader in the beauty industry.”
L’Oréal’s media account already sits within the WPP network, with GroupM’s Wavemaker.
Wavemaker has held the account since 2021, when it won a competitive pitch. It was, at the time, reported to be worth $69 million. It previously sat with Dentsu’s Carat.
GroupM ANZ’s chief executive officer, Aimee Buchanan, said: “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.
“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, 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,” she said in the release.
L’Oréal also engages a number of other agencies to service creative, strategic, digital and social marketing.
In January, the Groupe told Mumbrella it also works with Clemenger BBDO, M+C Saatchi Group, The Content Works, 2045, Cyclone Creative, Hotglue, and Tag Worldwide.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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