L'Oréal Paris has collaborated with 20th Century Studios’ upcoming movie, The Devil Wears Prada 2, to “show up in a moment that defines beauty and pop culture”.
The new campaign, which aired during the Oscars on 15 March, delivers a humorous nod to Runway – the fictional fashion magazine at the heart of the movie franchise, bringing it to life in a way that delivers “razor-sharp style and cinematic polish”.
The aim is to bring the iconic film franchise and French beauty house together to “celebrate confidence, glamour, and cultural impact at the intersection of entertainment and beauty”, read a company statement from L’Oréal Paris.
The Devil Wears Prada 2 opens at movie theatres on 1 May and is the sequel to The Devil Wears Prada – a film which launched in 2006 and has amassed a cult following.
It follows the story of aspiring journalist Andy Sachs (played by actress Anne Hathaway), who takes a job as the Junior Personal Assistant to Miranda Priestly (portrayed by Meryl Streep), the ruthless, high-powered Editor-in-Chief of Runway magazine.
L’Oréal Paris’ new campaign with the film’s sequel centres on an unexpected mix-up where its Global Ambassador, Kendall Jenner, is mistaken for a candidate for Priestly's new assistant role.
It also introduces one of Priestly’s other assistants, Amari, who is portrayed by actress and fellow L’Oréal Paris Global Ambassador, Simone Ashley, in The Devil Wears Prada 2.
"Teaming up with The Devil Wears Prada 2 lets us show up in a moment that defines beauty and pop culture, and at a scale that matches the legacy of the film,” said L'Oréal Paris Brand President, Laura Branik.
“Launching this collaboration on Oscars night – with a spot that pays homage to the story, and brings together our Global Ambassadors Kendall Jenner and Simone Ashley – is a meaningful way to reinforce what L'Oréal Paris stands for.
“Celebrating women who set the standard, on screen and in real life.”
The campaign was created by film production company Maximum Effort.
L’Oréal Paris’ collaboration with The Devil Wears Prada 2 will also include a series of “creative activations” throughout the film's theatrical rollout.
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Lylle Breier, EVP, Partnerships, Promotions, Synergy & Events at Disney, commented: "Confidence, glamour and humour are at the heart of The Devil Wears Prada 2.
“We are delighted to collaborate with iconic beauty house L'Oréal Paris to celebrate the release of the new film in such a stylish and fun way.”
Talking about the campaign, Jenner said she got to live her dream of “walking past that iconic reception”.
She added: “And what made it even more special was getting to experience it alongside my L'Oréal Paris family.”
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