L’Oréal appoints Social Soup as retained social influence agency for Luxe Brands

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L’Oréal appoints Social Soup as retained social influence agency for Luxe Brands

Global beauty brand, L’Oréal has selected one of Australia’s leading influence agencies, Social Soup, as its retained partner across the entire L’Oréal Luxe group of brands.


Social Soup won the remit after a competitive four-way pitch and will work on a 12-month retainer arrangement.

The appointment by L’Oréal extends a successful three-year relationship with Social Soup. The agency has been working with L’Oréal across its YSL, Lancôme and Kiehl’s brands.

Social Soup’s support has seen the agency build strong relationships with influencers in the highly competitive beauty and healthcare market in Australia. Social Soup has previously run a mass mentions program to build scaled buzz for the L’Oréal brands.

Social Soup will support all three brands run an always on influence program to increase the quality of mentions for the brand and build brand growth through social media. The calendar of activity covers all new launches and products for 2020.

David Blamey, procurement manager for L’Oreal Luxe, L’Oréal congratulated Social Soup on the extended partnership: “Following a competitive tender process, L’Oreal Australia has happily decided to reappoint Social Soup in order to assist our Luxury brands; YSL, Kiehl’s and Lancôme, in driving engagement across social media channels through Social Soup’s innovative influencer outreach and partnership program.”

Sharyn Smith, founder and CEO, Social Soup, thanked L’Oréal for selecting the agency to support the brands further: “L’Oréal is one of the most admired beauty brands in the world. But what I’m particularly excited about is the opportunity to leverage our new influencer matching technology, the Alignment Algorithm, to ensure the brand only partners with influencers that are the best fit for their products.

“At a time when marketing dollars need to generate the maximum return possible, the new approach to identifying and selecting influencers represents a maturing of the industry and an answer to this challenge. It will enable clients to choose to work with the best influencers and assess agencies that really deliver ROI.

“I look forward to supporting L’Oréal on a 2020 program that will focus on building communities around the brands and delivering sustained impact and positive ongoing advocacy.”