L’Oréal teams up with Federation

Creative agency Federation has been appointed by L’Oréal New Zealand for its Consumer Products Division, the umbrella group for the L’Oréal Paris, Garnier and Maybelline brands.

L’Oréal New Zealand Country Manager, Aurelie de Cremiers, says a review was undertaken to deliver an increased focus on creative development and delivery to New Zealand’s leading beauty company. 

“We are very ambitious to drive further growth and the appointment of Federation as our design agency partner for our Consumer Products Division is an exciting development. They share our passion for L’Oréal brands to meet the diverse beauty needs of even more New Zealanders.”

Marketing Director for L’Oréal’s Consumer Products Division, Daina Wilson, adds: “The move to Federation brings fresh energy and innovation to three of the world’s greatest brands, L’Oréal Paris, Garnier and Maybelline. 

“Since Covid-19, it’s become more important than ever to deliver creative campaigns that genuinely resonate with New Zealanders. As a New Zealand agency with critical resources across global brand management, retail, production, CRM and social, Federation is the perfect fit for us. A key criteria of our review was also finding an agency partner who shares our values and we have found a great cultural fit with the Federation team.”

CEO of Federation, Sharon Henderson, says: “Everyone in Team L’Oreal at Federation has been hand-picked based on their passion for L’Oréal’s brands and the category, along with their global brand expertise and international experience.”

Federation Managing Partner, Elizabeth Beatty, adds: “It’s an absolute privilege to have the opportunity to work with such an amazing team and with such an incredible organisation. Also, there will be very few people in New Zealand with a lipstick collection as extensive as mine, so winning L’Oréal is a dream come true for a lipstickophile like me!”

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