L’Oréal Appoints Creative Agency Federation to L’Oréal Paris, Maybelline and Garnier

L’Oréal New Zealand has announced the appointment of independent New Zealand agency Federation for its consumer products division, the umbrella group for the L’Oréal Paris, Garnier and Maybelline brands.

L’Oréal New Zealand country manager, Aurelie de Cremiers, said a review was undertaken to deliver an increased focus on creative development and delivery to the New Zealand business: “L’Oréal is recognised as the largest cosmetics, skincare and haircare house in the world, and the leading beauty company in New Zealand. We are very ambitious to drive further growth and the appointment of Federation as our design agency partner for our consumer products division is an exciting development. They share our passion for L’Oréal brands to meet the diverse beauty needs of even more New Zealanders.”

Marketing director for L’Oréal’s consumer products division, Daina Wilson, added: “The move to Federation brings fresh energy and innovation to three of the world’s greatest brands, L’Oréal Paris, Garnier and Maybelline. Our products are found in all major department stores, pharmacies and supermarkets so it was critical for us to appoint an agency with a deep understanding of New Zealand consumers at both a brand and retail level.  With the appointment of Federation, we are looking forward to driving innovation throughout the customer journey for all of our current and future consumer advocates.”

“Since Covid-19, it’s become more important than ever to deliver creative campaigns that genuinely resonate with New Zealanders." Daina continued. "As a New Zealand agency with critical resources across global brand management, retail, production, CRM and social, Federation is the perfect fit for us. A key criteria of our review was also finding an agency partner who shares our values and we have found a great cultural fit with the Federation team. The agency transition has now taken place and Federation has commenced working with us."

Sharon Henderson, CEO of Federation, commented: “The team at L’Oréal have been fantastic to get to know and are world class. We are incredibly excited and proud to be appointed as agency guardians of their consumer products division brands. Everyone in Team L’Oreal at Federation has been hand-picked based on their passion for L’Oréal’s brands and the category, along with their global brand expertise and international experience.”

Managing partner, Elizabeth Beatty, concluded: “It’s an absolute privilege to have the opportunity to work with such an amazing team and with such an incredible organisation. Also, there will be very few people in New Zealand with a lipstick collection as extensive as mine, so winning L’Oréal is a dream come true for a lipstickophile like me!”