L’Oréal calls in The Feds

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AUCKLAND, Today: The Luxe Division of L’Oréal New Zealand has appointed its stable of luxury brands to creative agency Federation. There was a Luxe incumbent agency – but it has yet to be identified.

99 previously held the L’Oreal consumer brands work, now held by Federation.

The move sees Lancôme, Kiehl’s Since 1851, Yves Saint Laurent, Georgio Armani, Urban Decay, Viktor&Rolf, Valentino, Diesel, Prada and more, head to the independent agency.

Federation ceo Sharon Henderson said the move adds substantially to Federation’s appointment to the Consumer Products Division brands of L’Oréal Paris, Maybelline New York, Garnier and Essie.


“We are very ambitious to drive further growth for our brands and the beauty market in New Zealand.”

L’Oréal NZ country manager Aurelie de Cremiers said: “An agency review was undertaken to deliver greater strategic value to the New Zealand business. L’Oréal is the leading beauty company in the world and in New Zealand.

“And we are very ambitious to drive further growth for our brands and the beauty market in New Zealand.”

L’Oréal Luxe’s Elizabeth Grant said: “The Luxe division was looking for an agency who could offer genuine business partnership while helping us to deliver continued growth across our entire portfolio of luxury brands, especially the fast-growing e-commerce sector.

“Federation has demonstrated the talent, dedication and capability needed to deliver across all of our offline and online touchpoints, together with seamless media integration.”


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