L’Oréal Paris Teams With ‘The Devil Wears Prada 2’ for Oscars Beauty Push

L’Oréal Paris is stepping straight into Runway Magazine and onto the Oscars stage.

The beauty giant has teamed up with “The Devil Wears Prada 2” for a high-profile campaign that debuted during the 98th Annual Academy Awards.

At the center is a custom spot created by Maximum Effort, featuring Kendall Jenner and Simone Ashley and reimagining the sharp, fashion-first world of the franchise.

The setting, tone, and pacing mirror the original film’s appeal, while aligning with L’Oréal Paris’ long-standing focus on confidence and glamour.

"Spending the day at the Runway office was honestly so much fun," said Jenner.

"I got to live my dream walking past that iconic reception."

The campaign helps strengthen L’Oréal Paris’ brand identity by connecting with a film loved by the fashion community. 

Not only that, launching during the Oscars gives the brand instant reach, while the movie keeps the campaign going in the weeks ahead.

Laura Branik, global brand president at L’Oréal Paris, believes this allowed the brand to show up "in a moment that defines beauty and pop culture at a scale that matches the legacy of the film."

The Runway Office Narrative

The campaign's hero ad plays on a familiar fantasy.

Jenner finds herself mistaken for a candidate to be Miranda Priestly’s next assistant, navigating the high-pressure Runway office.

Ashley appears as Amari, one of Priestly’s latest hires, linking the campaign to the upcoming film’s storyline.

This Oscars spot is just the opening move.

L’Oréal Paris plans to build on the collab through a series of brand activations leading up to the film’s theatrical debut.

While details are still unfolding, the campaign is positioned as a multi-touch effort across entertainment, beauty, and retail channels.

The Runway Magazine setting provides a flexible creative platform that can evolve into digital content, influencer tie-ins, and in-store storytelling.

L’Oréal Paris’ Film Tie-In Strategy

The beauty giant offers us a strong example of how to plug into entertainment without losing control of the brand message:

• Entertainment partnerships work best when the brand fits naturally into the story rather than feeling forced.
• 74% of consumers say live experiences improve brand perception, which is why launching campaigns during major live events can deliver scale and cultural relevance.
• A wide array of activations can help maintain momentum across multiple engagement points.

According to L’Oréal Group’s 2024 annual report, the company generated €43.48 billion (about $50 billion) in sales, highlighting the scale of its global beauty portfolio.

Our Take: Can Beauty Borrow Hollywood’s Power?

Well, beauty is as much a part of Hollywood as the fashion, the casting, and the stories audiences follow on screen.

We believe that L’Oréal Paris catwalks into this world naturally, placing the brand inside a setting audiences already recognize and follow.

You don’t need to build something new if the audience already understands the world you're referencing.

And by situating its famous ambassadors inside that world, L’Oréal Paris draws on its meaning without needing to spell it out.

Similarly, TRESemmé has partnered with the same movie with its own A-List hair campaign connected to the sequel’s release.

Beauty campaigns tied to entertainment often create new ways for products to enter everyday routines.

Explore these top beauty marketing agencies experienced in fashion, film, and culture-driven collaborations in our directory.