L’Oréal consolidates influencer marketing under WPP in Australia and New Zealand

L’Oréal has appointed WPP Beauty Tech Labs as its influencer and advocacy agency across Australia and New Zealand, consolidating work for all 32 of its brands under a single agency partner.

The remit includes full-service influencer management across brands such as L’Oréal Paris, CeraVe, La Roche-Posay, Kiehl’s, YSL, Lancôme, Maybelline, Redken and NYX, and is designed to centralise operations, improve governance, and scale influencer marketing across the region.

WPP Beauty Tech Labs brings together capabilities from across the WPP network, including Wavemaker, GroupM and Ogilvy PR. The new model aims to integrate influencer strategy with broader brand and media efforts, using data and technology to strengthen performance and consistency.

Georgia Hack, chief digital and marketing officer at L’Oréal ANZ, said the move would streamline content operations while opening up new opportunities for growth. “This collaboration with WPP is dedicated to driving innovation, transformation and excellence in the content and advocacy space,” she said. “It will allow us to scale our influencer marketing activity, tap into new markets, connect with diverse communities and strengthen our position as a leader in the beauty industry.”

GroupM ANZ CEO Aimee Buchanan said the appointment builds on Wavemaker’s existing relationship with L’Oréal’s media business and reflects growing demand for more sophisticated influencer strategy. “WPP Beauty Tech Labs is designed to connect L’Oréal’s brands with audiences in authentic and relevant environments,” she said. “Our technology-driven approach and holistic media lens will unlock greater collaboration with creators, influencers and talent agents across the region.”

The appointment also strengthens WPP’s role as a global partner to L’Oréal, expanding on influencer work already taking place across 10 SAPMENA markets. The partnership is effective immediately.