NEW YORK – L'Oréal Paris announced a collaboration with the highly anticipated series "Elle," the official prequel to the beloved Legally Blonde franchise. L'Oréal Paris will be woven into the fabric of the series itself alongside a sweeping multi-touchpoint campaign that extends beyond the screen and into the hands of consumers nationwide.
Set in 1995, "Elle" follows Elle Woods before she became the fish-out-of-water sensation at Harvard Law. Season One introduces audiences to a younger Elle navigating the tumultuous waters of high school — tricky friendships, forbidden romance, and questionable fashion choices — while growing into the confident, unstoppable Elle Woods the world knows and loves today. For L'Oréal Paris, the collaboration is a natural fit: a story about a young woman discovering her self-worth, told through a decade when the brand's products were already empowering women to claim theirs.
The collaboration marks one of L'Oréal Paris' most impactful entertainment collaborations to date. As a nod to the brand's authentic on-shelf presence during the 'Elle' era, iconic products that reigned supreme in 1995, such as Voluminous Mascara, Colour Riche Lipstick, and True Match Foundation, are integrated into the series, appearing in moments that reflect beauty culture of the 90's and Elle's own self-expression. Those same products are still beloved in present day and will be spotlighted in dedicated advertising spots designed to bring Elle's World directly to consumers across social platforms.
The co-marketing campaign created by Maximum Effort reimagines the popular 'Get Ready With Me' (GRWM) format through the lens of young Elle Woods, portrayed by Lexi Minetree, as the original creator of GRWM videos. Through era-appropriate video diaries, she takes the audience through every day high school moments, revealing the beauty rituals and confidence that help define the iconic character. Beyond the screen, L'Oréal Paris is building a full 360-degree campaign ecosystem that spans social, consumer pop-ups, and large-scale eventing. The brand will have a key presence at the show's global Premiere, marking the collaboration's marquee cultural moment, along with participation in "Elle World," an immersive consumer experience that will transport fans directly into the universe of the series.
"L'Oréal Paris has always been in the lives of women as they navigate their most important, barrier-breaking days," says Laura Branik, President of L'Oréal Paris USA. "There is a natural, undeniable synergy with this collaboration. Long before she conquered Harvard, young Elle Woods possessed that fierce, tenacious 'worth it' spirit—a flat-out refusal to let others define her boundaries. 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. 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."
For L'Oréal Paris, "Elle" represents more than just an entertainment collaboration. It's an opportunity to meet a new generation of consumers inside a story that mirrors the brand's own core belief that every woman is worth it, and she does not need anyone's permission to prove it.
