Following a three-way competitive pitch, global beauty brand, L’Oréal has appointed Magnum & Co as its retained agency, tasked with building influencer communities for all brands within its consumer products division – Garnier, L’Oréal Paris, Maybelline New York and Essie.
While each brand has experimented in the influencer marketing space in the past, the partnership with Magnum will focus on building strong communities via the agency’s bespoke influencer marketing platform, MAGNETIC.
The remit will see Magnum & Co support all new product launches and partnerships for the brands in 2020, alongside everyday iconics including Garnier Micellar Water, L’Oréal Paris Revitalift and Maybelline Great Lash Mascara.
“As brands we’ve grown up with, we couldn’t be more thrilled to be partnering with L’Oréal,” said Katie Barclay, Director of Magnum & Co. “Our approach to influencer marketing helps brands go beyond superficial metrics to create truly engaged communities, ingrained in culture. We’re looking forward to building a program that connects everyday Aussies with one of the world leaders in beauty.”
Georgia Reid, Head of Communications for Consumer Products Division (or CPD) L’Oreal Australia, commented: “Magnum’s strategic approach to influencer marketing is refreshing and we felt an instant connection with the team. We’ve already seen them pivot the program to adapt to the current climate and we’re excited to see what we can do together via this new partnership.”
Magnum & Co has a proven track record in building successful communities for other brands including Converse, whose Australian-born community now extends to 27 countries around the world, with the agency managing the roll-out in all markets.
Other clients in the agency’s portfolio include GoDaddy, Contiki, Stayz, Australian Blueberries and Mangoes. The independent communications agency provides services across PR, social & digital, experiential, influencer and content marketing.
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