L’Oréal Professionnel, the global leader in professional haircare and innovation, has appointed Ogilvy Paris to manage its global social media strategy across TikTok and Instagram, following a multi-agency pitch.
This strategic collaboration aims to strengthen L’Oréal Professionnel’s digital presence on two of the world’s most influential social platforms and further position the brand as the global benchmark for professional hair innovation and inspiration.
Under this global mandate, Ogilvy Paris will oversee the brand’s creative and strategic direction across TikTok and Instagram — developing engaging, authentic, and educational content that drives awareness, desirability, and community engagement.
By leveraging the dynamic potential of these platforms, the partnership seeks to build a unified storytelling approach that reflects L’Oréal Professionnel’s commitment to innovation, creativity, and professional excellence.
Mathieu Plassard, President & CEO of Ogilvy Paris, said:
“We are particularly proud of the trust L’Oréal Professionnel has placed in us for this strategic mission. In an era where social media has become the main vector for innovation, inspiration, and direct connection in the beauty universe, our ambition is clear: to make TikTok and Instagram accelerators of awareness and desirability for L’Oréal Professionnel, with useful, inspiring, and authentic content.”
Kelly Benmussa, Head of Social & Influence at Ogilvy Paris, added:
“This partnership illustrates our ability to support iconic brands in their transformation on Social. Our ambition is to make TikTok and Instagram powerful vectors for L’Oréal Professionnel’s notoriety and engagement, by inspiring and connecting its global community.”
The partnership officially commences in November 2025 and will span all key global markets. It will focus on unifying L’Oréal Professionnel’s digital storytelling, enhancing brand consistency, and driving performance across the social media ecosystem.
With TikTok and Instagram increasingly becoming discovery engines for beauty and professional categories, this collaboration signifies L’Oréal Professionnel’s ambition to stay ahead of cultural and digital trends while shaping the future of professional beauty communication worldwide.
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