L’Oréal partners with WPP for influencer growth

AUCKLAND, Today: L’Oréal has named WPP Beauty Tech Labs as its new influencer and advocacy agency for Australia and New Zealand, bringing all 32 brands under one roof for the first time.

The move centralises L’Oréal’s influencer work, reshaping how its brands connect with creators across the evolving beauty landscape, including names like CeraVe, YSL, Lancôme and Maybelline.

WPP Beauty Tech Labs pulls together top talent from across Wavemaker, Ogilvy PR and GroupM, combining creativity and tech to keep L’Oréal at the top of the beauty game.

The team will manage influencer relationships end-to-end, strengthening brand consistency and compliance while helping L’Oréal focus on strategic growth and deeper consumer connection.

By partnering with WPP Beauty Tech Labs, L’Oréal hopes to build trust, spark more genuine conversations, and tap into fresh thinking across its massive brand portfolio.

The new approach puts real people at the centre of influence, partnering closely with creators, talent agents and platforms to create impact that’s measurable and meaningful.

“This collaboration with WPP is dedicated to driving innovation, transformation, and excellence in the content and advocacy space.” – Georgia Hack

Built around innovation and tech, WPP Beauty Tech Labs is all about helping L’Oréal maintain its lead as the top beauty brand in ANZ through smarter, sharper content.

Georgia Hack, Chief Digital and Marketing Officer at L’Oréal ANZ said, “This collaboration with WPP is dedicated to driving innovation, transformation, and excellence in the content and advocacy space.”

She added, “It will also enable L’Oréal to scale its influencer marketing activity, tapping into new markets, connecting with diverse communities in more meaningful ways.”

GroupM Australia & New Zealand CEO Aimee Buchanan said, “Wavemaker has worked on the L’Oreal media business since 2021, and we are thrilled to expand our remit with them.”

She continued, “Our technology-driven approach, combined with the expertise of our team… will provide unparalleled opportunities for influencers, creators and talent agents to collaborate with L’Oréal’s iconic brands.”

The appointment is a big step in L’Oréal’s plan to lead with innovation and expand its influencer footprint across the region and beyond.

It also strengthens Wavemaker and WPP’s standing in the influencer space, building on success in 10 other L’Oréal markets throughout SAPMENA.