Before she arrived at Harvard Law, before the pink legal myth and before the moment she became one of pop culture’s most recognizable heroines, Elle Woods had her high school version. That is precisely the period L’Oréal Paris is now entering, as the official makeup sponsor of the first season of Elle, the prequel to the Legally Blonde franchise.
The series brings Elle Woods back to 1995, to the period before Harvard and everything that would later make her recognizable. In the first season, we see her high school everyday life, relationships, crushes, insecurities and the first signs of the confidence that will define the adult Elle. For L’Oréal Paris, that world is not just a setting for products from the ’90s, but a way to connect its own history with a character who showed from the beginning that femininity, style and ambition can belong to the same story.
Products that belong to the beauty culture of the ’90s and the brand’s history are integrated into the series, while their modern versions will also appear in special ads inspired by the world of the series Elle, designed for social media.
The creative part of the co-marketing campaign was developed by the agency Maximum Effort, and starts from the idea that young Elle Woods was actually the originator of the Get Ready With Me format. Except in her case, it is not about TikTok, but about video diaries appropriate for the ’90s. Elle, played by Lexi Minetree, uses them to introduce the audience to her high school days, beauty rituals and small moments from which her sense of self-worth is formed.
The partnership will not remain only on screen. L’Oréal Paris is preparing a broader campaign that includes social media, consumer pop-up formats and larger event activations. The brand will be present at the global premiere of the series, as well as at Elle World, an immersive experience imagined as an entry point for fans into the universe of the series.
