L’Oréal Paris & Swisse Vitamins have been named as the two key brands sponsoring Prime’s new series Elle, based off the popular movie Legally Blonde.
Produced by Amazon MGM Studios in association with Hello Sunshine, the eight-part series is set in 1995 and follows Elle Woods (played by Lexi Minetree) as she navigates the tumultuous waters of high school.
The L’Oréal Paris product placement goes beyond traditional ads, featuring period-appropriate items like Voluminous Mascara, Colour Riche Lipstick, and True Match Foundation integrated into the 1990s storyline.
“Elle represents empowerment and self-expression, qualities that have always been central to L’Oréal Paris,” said Georgia Hack, chief digital & marketing officer, L’Oréal Australia & New Zealand.
“What excites us about collaborating with Amazon Ads on this sponsorship is the ability to do it all in one place; tell our brand story in a premium environment, integrate our products into the show seamlessly and ultimately turn cultural moments into measurable business outcomes through direct conversions on the Amazon Store.”
To celebrate the launch of Elle, Prime Video turned Jimmy’s Rooftop at The Ivy in Sydney pink to welcome Lexi Minetree to Australia.
The exclusive event drew over 300 guests to the ultimate Elle Woods Pool Party, paying homage to the series’ opening scene. Amazon Ads Brand Innovation Lab worked closely with L’Oréal Paris to produce bespoke creative moments at the event celebrating the sponsorship, including a poolside beauty touch-up station, retro Elle VHS tapes that contain hidden L’Oréal Paris products, and an exclusive get ready with me suite upstairs at the Ivy Penthouse, for L’Oreal partners, creators and influencers.
Swisse joins the Elle series as the Australian sponsor, bringing the vitamin brand’s Sweet Treat Gummies promotion to life ahead of a new brand campaign championing women’s health and wellbeing — featuring Swisse Ultivite Women’s
Multivitamins across Prime Video and the Amazon Store.
The full funnel sponsorship leverages Prime Video Ads interactive formats, including Pause Ads and rotational display placements, to reach relevant audiences throughout their viewing and shopping journeys on Prime Video and the Amazon Store.
“Elle captures those nostalgic, feel-good moments that viewers genuinely connect with,” said Stephanie Taylor, marketing director at Swisse.
“Through our collaboration with Amazon Ads on this Prime Video sponsorship, we’re excited to be part of that experience — delivering content that feels relevant and complementary to the audience’s world while promoting health and wellness.”
Powered by Amazon’s trillions of streaming, shopping, and browsing signals, Prime Video ads enables brands to connect engaged audiences on premium content while providing relevant and incremental reach.
“We’re excited to welcome L’Oréal Paris and Swisse as sponsors of Prime Original series Elle, a perfect fit for both brands,” said Willie Pang, managing director, Amazon Ads ANZ.
“The most powerful brand connections happen when you meet audiences in an authentic and natural way. This sponsorship does exactly that, connecting brands with relevant audiences across premium entertainment and commerce. From cultural storytelling to shoppable moments, brands can now move audiences seamlessly from inspiration to action.”
