Prime Video marked the launch of Legally Blonde prequel series Elle on 10 July 2026 with a 1990s-themed pool party at Jimmy’s Rooftop in Sydney, dyed pink for the occasion.
Series star Lexi Minetree headlined the event, which marked the final stop on the show’s world tour.
The launch coincided with Amazon Ads ANZ naming L’Oréal Paris as the global sponsor and Swisse as the local sponsor of the series, as part of a full-funnel campaign spanning in-episode product integrations, shoppable ad formats, and a dedicated Amazon brand store.
The eight-part series is produced by Amazon MGM Studios in association with Hello Sunshine, and follows a young Elle Woods, played by Minetree, through her high school years.
Lexi Minetree. Image: Scott Ehler
The L’Oréal Paris sponsorship runs across 10 markets, including Australia, the US, Canada, Mexico, the UK, France, the Netherlands, Germany, Spain, and Italy.
The campaign features in-episode integrations of L’Oréal Paris products, including Colour Riche Lipstick, Voluminous Mascara, and True Match Liquid Hydrating Foundation, some of which are promoted by Minetree.
It also spans co-branded pre-roll bumpers, branded tune-in ads, custom creatives, interactive shoppable ad formats on Prime Video and a custom brand store on Amazon.
“Elle represents empowerment and self-expression, qualities that have always been central to L’Oréal Paris,” said Georgia Hack, Chief Digital & Marketing Officer, L’Oréal Australia & New Zealand.
“What excites us about collaborating with Amazon Ads on this sponsorship is the ability to do it all in one place; tell our brand story in a premium environment, integrate our products into the show seamlessly and ultimately turn cultural moments into measurable business outcomes through direct conversions on the Amazon Store.”
Amazon Ads’ Brand Innovation Lab worked with L’Oréal Paris on branded activations at the event, including a poolside beauty touch-up station, retro Elle VHS tapes containing hidden L’Oréal Paris products, and a “get ready with me” suite for L’Oréal partners, creators and influencers.
Lexi Minetree chats with TV host Renee Bargh. Image: Scott Ehler
Swisse takes local sponsorship
Swisse joins as the Australian sponsor, bringing its Sweet Treat Gummies promotion to the series ahead of a new brand campaign centred on women’s health, which will feature Swisse Ultivite Women’s Multivitamins across Prime Video and the Amazon Store.
The sponsorship uses Prime Video Ads’ interactive formats, including Pause Ads and rotational display placements.
“Elle captures those nostalgic, feel-good moments that viewers genuinely connect with,” said Stephanie Taylor, Marketing Director at Swisse.
“Through our collaboration with Amazon Ads on this Prime Video sponsorship, we’re excited to be part of that experience – delivering content that feels relevant and complementary to the audience’s world while promoting health and wellness.”
Amazon Ads frames deal as full-funnel showcase
Willie Pang, Managing Director, Amazon Ads ANZ, said the sponsorships were designed to move audiences from awareness to purchase within a single campaign.
“We’re excited to welcome L’Oréal Paris and Swisse as sponsors of Prime Original series Elle, a perfect fit for both brands,” Pang said.
“The most powerful brand connections happen when you meet audiences in an authentic and natural way. This sponsorship does exactly that, connecting brands with relevant audiences across premium entertainment and commerce. From cultural storytelling to shoppable moments, brands can now move audiences seamlessly from inspiration to action.”
Elle was created by Laura Kittrell (High School, Insecure), who co-showruns and executive produces alongside Caroline Dries.
A second season has already been ordered.