L’Oréal Groupe has awarded its $30M+ influencer marketing account for Australia and New Zealand to WPP’s newly formed Beauty Tech Labs. This dedicated agency, combining talent from Wavemaker, GroupM, and Ogilvy PR, will manage influencer efforts across all 32 L’Oréal brands, including Cerave, L’Oréal Paris, Lancôme, and Maybelline.
The move streamlines operations from 25 agencies and 5,000 influencers to one unified approach, aiming to boost innovation, trust, and strategic brand engagement. This builds on Wavemaker’s existing media partnership with L’Oréal since 2021, while L’Oréal continues to work with other agencies for creative and digital support.
