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Dive Brief:

• L'Oréal Paris is winding things back to the ‘90s as part of a sponsorship and co-marketing campaign attached to “Elle,” a new prequel series to the “Legally Blonde” franchise, according to a press release. 
• The Amazon Prime Video program debuting July 1 will showcase period-appropriate products from the beauty brand, such as Voluminous Mascara, Colour Riche Lipstick and True Match Foundation. Modern-day versions of the same offerings will appear in “Elle”-themed spots running on social channels. 
• The full co-marketing plan spans social media, pop-ups and large-scale event activations, with L'Oréal Paris having a presence at the premiere of “Elle” and an Elle World immersive experience. Marketers continue to explore ways to embed more deeply into established intellectual property in film and TV as a way to tap into avid consumer fandoms.

Dive Insight:

L'Oréal Paris’ partnership with “Elle” attempts to bridge nostalgia for the ‘90s, when the beauty and cosmetics brand became a bigger cultural force through celebrity-led campaigns, with a modern focus on social content. The tie-up also leans into enduring fondness for the “Legally Blonde” franchise, which has featured two theatrically released movies starring Reese Witherspoon, a Broadway musical and now a streaming prequel series that takes place during a time before the titular heroine Elle Woods attended Harvard Law. 

L'Oréal Paris described the “Elle” sponsorship as one of its most impactful entertainment collaborations yet and a way to “meet a new generation of consumers.” Products from the marketer will be woven directly into the Prime Video program’s narrative, supporting Woods’ journey in finding a sense of self-worth and empowerment, the release said. Since the first film, Woods has been characterized by her highly stylized and superficial-seeming outward appearance — including an obsession with the color pink — which belie her legal savvy. 

“By weaving our iconic heritage products directly into her origin story, we are celebrating a character who uses beauty as a tool of self-expression to shatter glass ceilings,” said Laura Branik, president of L'Oréal Paris USA, in a statement. “This is more than a cultural moment; it is a tribute to the power of defining your own worth, and a celebration of that unapologetic ‘Worth It’ spirit.”

An ad push attached to “Elle” depicts the younger Woods — played by actor Lexi Minetree — as the originator of the Get Ready With Me video format, which has taken off on platforms like TikTok as a way for influencers to show off their beauty routines and outfits. Rather than filming her content for social media, Woods records video diaries that are more era-appropriate and provide a peek into her life as a high schooler. 

Maximum Effort is the agency behind the co-marketing campaign. Beyond advertising, L'Oréal Paris is looking to engage “Legally Blonde” diehards through a presence at experiential activations and consumer pop-ups. 

Other brands are experimenting with movie and TV series partnerships that are more involved than traditional product placement as a way to break through in popular culture. The Netflix show “Running Point,” which follows a pro basketball team, recently aired an episode that included Jake from State Farm, the insurance firm’s mascot, as a character. The more overt presence of brands in streaming content has not been welcomed by all viewers, but comes as the streamers themselves are doubling down on advertising to generate more revenue.  

L'Oréal Paris earlier this year also ran a campaign around “The Devil Wears Prada 2,” with ads starring Kendall Jenner and Simone Ashley, as part of the film’s larger “fashion collection” of brand partners.