Are Media has unveiled an integrated, multi-platform campaign with L’Oréal Paris, delivering a 360-degree treatment of the global Glass Skin product launch across ELLE Australia’s ecosystem.

The campaign, developed in partnership with WPP Media, is designed to bring L’Oréal Paris’ Glass Skin range to Australian consumers in a way that drives both cultural relevance and consideration. In an environment where audiences increasingly require multiple trusted touchpoints before making decisions, the campaign spans editorial, talent, social, print, video and live experiences to deepen impact and drive recall.

Launching the campaign, Simone Ashley, star of The Devil Wears Prada 2 and global ambassador for L’Oréal Paris and the Glass Skin range, features on the cover of the June issue of ELLE Australia. The cover moment anchors the wider editorial storytelling around the “glass skin” trend and its growing cultural relevance across beauty and fashion.

“At L’Oréal Paris, we believe in bringing accessible luxury to consumers through pioneering science designed to empower women. With Glass Skin, we wanted to demystify the science behind one of the world’s biggest skincare trends and make it feel achievable for Australian consumers. Partnering with ELLE allows us to bring that to life through trusted editorial storytelling, social content and immersive brand experiences.” said Nadia Adelina, L’Oréal Paris ANZ Marketing Director.

Beyond the magazine, the campaign includes digital takeovers across ELLE.com.au, bespoke native editorial content, and short-form video across TikTok and Instagram, including a ‘Get the Look’ series from ELLE-approved creators bringing the Glass Skin trend to life.

The campaign launched in Sydney with an exclusive, invitation-only event for tastemakers and creators at QT Sydney. Hosted by ELLE Australia and delivered by Are Media’s live events team, the event brought together friends of both ELLE and L’Oréal Paris, including Evelyn Ellis, Kathleen Paton, Tanya Hennessy, Andrea Solange, Ruby Pedder and Jacotene to premiere exclusive video content featuring Simone Ashley.

Nicky Briger, General Manager of Luxury, Are Media said: “This partnership reflects the power of a brand like ELLE to deliver a truly integrated, multi-platform campaign that creates real impact for our partners across every touchpoint – from print and digital to social, video, experiential and influencer amplification. The more consistently consumers encounter content across trusted environments, the greater the stickiness and influence on decision-making. In what we call the ‘credibility economy’ – increasingly important in the age of LLMs – premium editorial environments don’t just deliver reach, they shape, drive and validate decisions. That’s the foundation of this launch campaign with L’Oréal, and how we help partners move audiences from inspiration through to action.”

Sam Cousins, Chief Strategy Officer, Wavemaker at WPP Media Australia, said: “This partnership brings together the key ingredients that underpin effective campaigns today: talent, trusted environments, and connected execution. It’s a strong example of cross discipline and cross-channel integration across paid media, advocacy and retail, amplified with one of our premium partners.”The June issue of ELLE Australia is on sale now. Follow the campaign roll out at elle.com.au, on Tiktok @elle.aus and Instagram @elleaus.

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