L’Oréal Paris has been named the Official Makeup Sponsor of Elle, the prequel to the Legally Blonde movie franchise.
The collaboration will see the make-up brand woven into the new television series, alongside a multi-touchpoint campaign running alongside the show’s launch on Prime Video on 1 July.
Elle serves as a prequel to Legally Blonde (2001), which followed Elle Woods’ (who was played by actress Reece Witherspoon) transformation from sorority girl to top lawyer.
The original film was followed by sequel Legally Blonde 2: Red, White & Blonde in 2003, with a musical adaptation hitting Broadway in New York, US, in 2007.
Set in 1995, the new television series sees actress Lexi Minetree take on the role of a young Elle, and will feature a number of L’Oréal Paris products from the era, such as Voluminous Mascara, Colour Riche Lipstick and True Match Foundation.
"L'Oréal Paris has always been in the lives of women as they navigate their most important, barrier-breaking days," said Laura Branik, President of L'Oréal Paris USA.
"There is a natural, undeniable synergy with this collaboration.
“Long before she conquered Harvard [university], 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."
L'Oréal Paris will build a 360-degree campaign across social media, consumer pop-ups and large-scale eventing to mark the partnership.
Additionally the brand will have a key presence at the television show's global premiere, along with participation in Elle World, an immersive consumer experience that will transport fans directly into the universe of the series.
The brand will also be pushing a series of ‘get ready with me (GRWM)’ videos through the lens of Elle Woods, integrating the products into video diary entries.