L’Oréal announced the appointment of WPP Beauty Tech Labs as its exclusive advocacy and influencer agency across Australia and New Zealand. The partnership consolidates influencer marketing for all 32 L’Oréal brands under a single agency, including CeraVe, La Roche-Posay, L’Oréal Paris, Kiehl’s, YSL, Lancôme, NYX, Maybelline, and Redken.

Integration Across Brands

WPP Beauty Tech Labs combines expertise from Wavemaker, GroupM, and Ogilvy PR to deliver full-service influencer management. The team focuses on strengthening governance, compliance, and strategic brand-building while enabling L’Oréal to maintain consistent messaging across its portfolio.

“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 a press release. “WPP Beauty Tech Labs will go beyond day-to-day brand activities, streamlining operations, enhancing brand strategies, and providing valuable industry insights.”

Technology-Driven Approach

The agency employs a technology-centered methodology to drive measurable business impact through influencer and advocacy strategies. WPP Beauty Tech Labs will work with local talent agents, influencers, social platforms, and industry bodies to ensure seamless integration across L’Oréal brands.

GroupM Australia and New Zealand CEO Aimee Buchanan stated, “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.”

Global Influencer Strategy Expansion

The appointment aligns with L’Oréal’s broader global initiative to strengthen influencer relationships. The company recently implemented LOREALISTAR, a multi-brand loyalty platform for micro and nano influencers in the DACH region (Germany, Austria, and Switzerland), which has since expanded to the UK and Spain.

The partnership with WPP Beauty Tech Labs builds on the group’s existing influencer marketing expertise in 10 L’Oréal markets across the South Asia Pacific, Middle East, and North Africa regions.