WPP & L’Oréal Launch New Influencer Powerhouse

WPP has clinched the influencer marketing portfolio for L’Oréal Australia & New Zealand (ANZ), consolidating all 32 of the beauty giant’s brands, including Maybelline, CeraVe, La Roche-Posay, Kiehl’s, YSL, and Lancôme, under one unified creative and media advocacy umbrella.

The win marks the official launch of WPP Beauty Tech Labs, a bespoke unit engineered to streamline influencer marketing and creator partnerships across the L’Oréal brand family. It blends expertise from Wavemaker, Ogilvy PR, and GroupM, positioning WPP to lead the next phase of beauty advocacy in an increasingly tech-enabled space.

Redefining Influence in the Beauty Sector

WPP Beauty Tech Labs will oversee full-service influencer management from compliance and governance to brand strategy integration, ensuring measurable business impact and consistency across all influencer programs. Its mission: make influence meaningful and scalable.

With a centralised team, L’Oréal ANZ aims to not only simplify execution but also elevate brand strategy across its content and advocacy initiatives. The unit is set up to collaborate with influencers, local talent agents, platforms, and industry bodies, ensuring that brand engagements are authentic and built to resonate with modern audiences.

Why This Matters for L’Oréal

According to Georgia Hack, Chief Digital & Marketing Officer at L’Oréal ANZ,

“This partnership is more than operational, it’s transformational. WPP Beauty Tech Labs is designed to deliver strategic insight, cultural relevance, and scale to our influencer marketing, opening new doors to communities and markets.”

With influencer marketing evolving rapidly, this move reinforces L’Oréal’s commitment to staying ahead by leveraging innovation, integration, and technology to drive meaningful conversations with consumers.

WPP’s Expanded Role

Aimee Buchanan, CEO of GroupM ANZ, highlighted Wavemaker’s longstanding relationship with L’Oréal since 2021, and how the new remit aligns with growing creator-economy demands:

“We’re bridging tech and talent to connect L’Oréal brands to audiences with authenticity. This signals a new chapter for influence.”

The move also builds on WPP’s deep-rooted L’Oréal partnerships in 10 SAPMENA markets, expanding its authority in the influencer space on a regional level.