L'Oréal USA Influencer Campaign: 60k+ Creators, 18 Brands

We work with L'Oréal USA across all three divisions – LUXE, Professional Products and Consumer Products. Our approach combines a system for sending products to creators in large numbers with campaign ideas built for each brand.

For product seeding, we ran the whole process for 14 brands: designing the mailers, contacting creators, managing relationships and reporting on results. We used ARIA, our own AI tool, to search for 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 a skincare mailer in a pizza box on Prime Day, to match its "fresh deals to your door" message. For IT Cosmetics' first facial SPF, we sent dermatologists custom "Hello Sunshine" kits, which got them talking about the product.

IT Cosmetics got a dedicated plan that matched each type of creator (dermatologists, makeup artists, beauty and lifestyle creators) to a stage of the buying journey. On top of that, we ran a break-up-themed launch called Bye Bye and an "Eat Cake, Don't Wear It" campaign for CC+ Natural Matte. We also teamed up eight L'Oréal colour cosmetics brands with ULTA for the group's first multi-brand, social-first retail campaign. It centred on a custom Back to School TikTok sound.