McCann Paris Signs Kendall Jenner for L’Oréal Paris

McCANN Paris, advertising and consulting agency of McCANN Worldgroup France, is once again putting its expertise in celebrity marketing at the service of L'Oréal Paris by signing one of the biggest ambassadors for the worldwide leader in beauty: entrepreneur, fashion and media icon, Kendall Jenner. Following in the footsteps of Kate Winslet, H.E.R., Céline Dion and Viola Davis, this is a new chapter in the history of L'Oréal Paris, with Kendall Jenner joining the family of women with strong values who make up the brand's ambassadors. It's a tour de force from McCANN Paris, who developed a multi-phase campaign to accompany the announcement: digital assets and a new Lesson of Worth.

Kendall Jenner joins the L’Oréal Paris’ brand ambassadors’ family.

Following in the footsteps of Eva Longoria, Kate Winslet, Céline Dion, H.E.R., and many others, it's now Kendall Jenner's turn to join the L'Oréal Paris community of brand ambassadors. 

With a 350 million-strong social media community, Kendall Jenner has her own global media platform, of which she is editor-in-chief. With full authority over what she shares with the world, she inspires women to be themselves and share their lives as they see fit.

An icon for an entire generation, Kendall Jenner was an obvious choice for the McCANN Paris agency, which has been a partner of L'Oréal Paris, the leader of inclusive beauty, for many years.

A powerful and talented woman, Kendall Jenner has become a role model for an entire generation. A world-renowned model and entrepreneur, she continues to make a public commitment to sharing her journey to self-esteem by speaking to millions of people around the world. McCANN Paris, partner of L’Oréal Paris for 70 years, used its unique celebrity marketing know-how to make this essential icon one of the brand's new faces. McCANN Paris was able to combine its in-depth understanding of the issues at stake for the various parties in an agile and strategic way, creating a bridge between L'Oréal Paris and Kendall Jenner. Drawing on the shared values of female empowerment and, more broadly, diversity and inclusion in the world of beauty, McCANN Paris has created innovative content that not only gives a better insight into Kendall Jenner's personality, but also shares the L'Oréal Paris message of giving power and confidence back to women.

“L’Oréal Paris is a brand that has supported the emancipation and empowerment of women for decades. At McCann Paris, we are proud to continue that mission with them and celebrate the arrival of a new young woman into the L’Oréal Paris family. Kendall Jenner is the embodiment of modern empowerment and success: a woman who defines her life and her path on her own terms; a superstar who isn’t afraid to be genuine and share her struggles and insecurities with her community; an icon of self-worth for an entire generation.” said Charlotte Franceries, president of McCANN Paris.

A digital campaign and a new Lesson of Worth

To celebrate the arrival of Kendall Jenner into the L'Oréal Paris’ family, McCANN Paris crafted an original and creative campaign, tailor-made for the times, over four days. On the lookout for new trends and new uses, the Parisian agency combined its expertise in creativity and brand storytelling:

• An initial teasing phase on social networks - from July 15th to 17th - with visual and audio content on Instagram and micro-trotters on TikTok, designed to arouse the curiosity of millions of subscribers.
• The official announcement on July 18th with a digital portrait and a new Lesson of Worth video by L'Oréal Paris, in a new form calling out prejudice and social bashing. The L'Oréal Paris Lesson of Worth series is an integral part of the brand, and whether it's Eva Longoria or Kate Winslet, each ambassador has passed on her own message to women so that they can feel free to be who they are.

"We've been working with L'Oréal Paris since 1973 and we continue to innovate year on year to deliver ever more creative and inspiring campaigns. The campaign we are unveiling to welcome Kendall Jenner to the L'Oréal Paris family is no exception, as we are revealing one more Lesson of Worth that looks like no other! It's an impactful and original video, befitting the brand's new ambassador." said Charlotte Franceries, president of McCANN Paris.

A whole set of PR photos were also shot with Mikael Jansson, celebrating this new partnership through one more demonstration of Kendall Jenner’s unique place within the family of the worldwide leader in beauty.