L'Oréal's The Kardashians and Disney+ deal. Is it worth it?

Published: 5-Jun-2024

L'Oréal Paris' sponsorship with Disney+ for reality show The Kardashians has a wider impact on beauty, writes marketing expert Bethany Paris Ramsay

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This article was written by Bethany Paris Ramsay, founder of marketing communications consultancy Honey B, which works with beauty, health and wellness brands. 

L’Oréal Paris has been named the first-ever sponsor of Disney+’s reality series The Kardashians in the EMEA region, and the alignment, on face value, is undeniable. 

Especially as model Kendall Jenner is not only a member of the Kardashian family featured on the show but also a global ambassador for L’Oréal Paris.

Although there is a general feeling by some of oversaturation regarding the Kardashian family, the fifth series of the reality show brought in nearly four million global views for Disney’s streaming platform in the first four days after it premiered (23 May). 

In fact, the show has had the best rating for an unscripted premiere across Disney+’s service so far this year, reported entertainment publication Deadline.  

From a business perspective, L’Oréal Paris’s sponsorship with Disney+ appears to be a savvy move for the French beauty giant as eyes are still very much on the Kardashians and what they do. 

The concept of interrupting a television show or movie with an advert is rather retro

The sponsorship includes multiple commercials, indents for every advert break and a pre-roll advert at the beginning of each episode, which is a lot, so I can see why it was enticing for L’Oréal.

But beauty brands need to consider the reality that this kind of pricey placement does not always equate to views by every single user on a platform – it is not a given.

Nor does it mean that everyone watching the sponsored episode – or series – will actually see the advert on the streaming platform due to the ability for users to pay more to opt out of advertisements altogether via different tiered pricing options. 

That being said, in Q4 2023, nearly 60% of Disney+’s new subscribers chose the advert-supported, more affordable option on the streaming platform, reported market research company eMarketer. 

Which means the odds

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