Are Media, L’Oréal Paris and WPP Media have launched an integrated campaign for L’Oréal Paris’ Glass Skin range across ELLE Australia.
The campaign is designed to introduce the global Glass Skin product launch to Australian consumers through editorial, talent, social, print, video and live experiences.
It is anchored by Simone Ashley, star of The Devil Wears Prada 2 and global ambassador for L’Oréal Paris and the Glass Skin range, appearing on the cover of the June issue of ELLE Australia.
The cover supports wider editorial storytelling around the glass skin trend and its relevance across beauty and fashion.
Campaign spans print, digital and live events
Beyond the magazine, the campaign includes digital takeovers across ELLE.com.au, native editorial content and short-form video across TikTok and Instagram.
The social activity includes a “Get the Look” series from ELLE Australia-approved creators, designed to show audiences how the Glass Skin trend can be achieved.
The campaign also launched with an invitation-only event at QT Sydney, hosted by ELLE Australia and delivered by Are Media’s live events team.
The event brought together friends of ELLE Australia and L’Oréal Paris, including Evelyn Ellis, Kathleen Paton, Tanya Hennessy, Andrea Solange, Ruby Pedder and Jacotene. It also premiered exclusive video content featuring Ashley.
Nadia Adelina, L’Oréal Paris ANZ Marketing Director, said: “At L’Oréal Paris, we believe in bringing accessible luxury to consumers through pioneering science designed to empower women. With Glass Skin, we wanted to demystify the science behind one of the world’s biggest skincare trends and make it feel achievable for Australian consumers.
“Partnering with ELLE allows us to bring that to life through trusted editorial storytelling, social content and immersive brand experiences.”
Are Media points to trusted environments
Nicky Briger, General Manager of Luxury, Are Media, said the partnership showed how ELLE Australia could connect a brand campaign across multiple channels.
“This partnership reflects the power of a brand like ELLE to deliver a truly integrated, multi-platform campaign that creates real impact for our partners across every touchpoint – from print and digital to social, video, experiential and influencer amplification,” Briger said.
Nicky Briger
“The more consistently consumers encounter content across trusted environments, the greater the stickiness and influence on decision-making.
“In what we call the ‘credibility economy’ – increasingly important in the age of LLMs – premium editorial environments don’t just deliver reach, they shape, drive and validate decisions. That’s the foundation of this launch campaign with L’Oreal, and how we help partners move audiences from inspiration through to action.”
Sam Cousins, Chief Strategy Officer, Wavemaker at WPP Media Australia, said: “This partnership brings together the key ingredients that underpin effective campaigns today: 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.”
The June issue of ELLE Australia is on sale now. The campaign will continue across ELLE.com.au, TikTok via @elle.aus and Instagram via @elleaus.
Top image: Simone Ashley and campaign creative for L’Oréal Paris x ELLE Australia