L’Oréal has recently appointed communications agency, Magnum & Co, as influencer agency for its consumer products division, which consists of brands such as L’Oréal Paris, Maybelline New York and Essie.
Following a competitive pitch against two other agencies, Magnum & Co came out on top and is now responsible for building social media communities using its bespoke influencer marketing platform, Magnetic.
The products that will be the focus of immediate influencer partnerships include L’Oréal Paris Revitalift, Garnier Micellar Water and Maybelline Great Lash Mascara. However, Magnum & Co is also supporting all new product launches this year.
Of the partnership, Magnum & Co director, Katie Barclay 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.”
L’Oréal Australia head of communications for consumer products, Georgia Reid 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.”
Magnum & Co has a proven track record when it comes to building successful communities for other brands. Other clients in the agency’s portfolio include Converse, Contiki, GoDaddy, Stayz and more.
