L’Oréal USA Influencer Campaigns: 18 Brands, 100+ Campaigns

We worked across all three L’Oréal USA divisions: LUXE, Professional Products and Consumer Products. Our approach combined a seeding system built for scale with campaign ideas designed for each brand.

For seeding, we handled the full process for 14 brands, from mailer creative and creator outreach to management, reporting and optimisation. ARIA, our AI tool, helped us find creators and recognise products in their images. For LUXE, we put best-selling products from five brands into shared mailers, so every creator received something worth posting about.

We also made the mailers part of the story. Kiehl’s sent skincare in a pizza box on Prime Day to match its “fresh deals to your door” message. IT Cosmetics sent dermatologists custom “Hello Sunshine” kits for its first facial SPF, and Pureology hosted a creator getaway in a Malibu mansion where every attendee posted.

IT Cosmetics had its own plan, matching each creator type (dermatologists, makeup artists, beauty and lifestyle creators) to a stage of the buying journey. Within that plan, we ran a break-up-themed launch called Bye Bye, used social listening to jump on the concealer hacks trend for Bye Bye Under Eye, and built “Eat Cake, Don’t Wear It” for CC+ Natural Matte SPF 40 across social, in-store, out-of-home and a branded event. We also teamed up eight L’Oréal colour cosmetics brands with ULTA for the group’s first multi-brand, social-first retail campaign, built around a custom Back to School TikTok sound.