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AUCKLAND, Today: L’Oréal NZ has appointed independent agency Federation to its consumer products division, the umbrella group for the L’Oréal Paris, Garnier and Maybelline brands.

The incumbent agency was 99, and their win followed a formal pitch process.

L’Oréal NZ country manager Aurelie de Cremiers says 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,” she said.

“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.”

“Winning L’Oréal is a dream come true for a lipstickophile like me!”

L’Oréal consumer products division marketing director Daina Wilson said: “The move to Federation brings fresh energy and innovation and it was critical for us to appoint an agency with a deep understanding of New Zealand consumers at both a brand and retail level.

“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.”

Federation ceo Sharon Henderson said: “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 said, “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!”

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