Are Media has delivered a multi-platform campaign with L'Oréal Paris across the ELLE Australia ecosystem, developed in partnership with WPP Media, to support the global Glass Skin product launch.
The campaign spans editorial, talent, social, print, video and live experiences.
Simone Ashley, star of The Devil Wears Prada 2 and global ambassador for L'Oréal Paris, features on the cover of the June issue of ELLE Australia, anchoring broader editorial storytelling around the glass skin trend.
Digital elements include takeovers across elle.com.au, native editorial content and short-form video on TikTok and Instagram, including a Get the Look creator series.
The campaign launched with an invitation-only event at QT Sydney for tastemakers and creators hosted by ELLE Australia and delivered by Are Media's live events team.
Nadia Adelina, L'Oréal Paris ANZ marketing director, said the partnership allowed the brand to demystify the science behind the glass skin trend for Australian consumers.
"Partnering with ELLE allows us to bring that to life through trusted editorial storytelling, social content and immersive brand experiences," she said.
Nicky Briger, general manager of luxury at Are Media, said the partnership demonstrated the power of premium editorial environments in what she described as the credibility economy.
"Premium editorial environments don't just deliver reach, they shape, drive and validate decisions. That's the foundation of this launch campaign with L'Oréal, and how we help partners move audiences from inspiration through to action," she said.
Sam Cousins, chief strategy officer, Wavemaker at WPP Media Australia, said the campaign brought together talent, trusted environments and connected execution.
"It's a strong example of cross discipline and cross-channel integration across paid media, advocacy and retail, amplified with one of our premium partners," she said.
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