L’Oréal and Swisse test Amazon’s content-commerce funnel on Elle

Amazon is putting its content-to-commerce pitch into market, bringing L’Oréal Paris and Swisse into Prime Video’s new Legally Blonde prequel series Elle through a sponsorship designed to connect entertainment, product integration and retail conversion.

The Prime Original series, produced by Amazon MGM Studios has secured L’Oréal Paris as the global sponsor of the series, with the partnership spanning the US, Canada, Mexico, the UK, France, the Netherlands, Germany, Spain, Italy and Australia. Swisse has been named the local Australian sponsor.

The sponsorship brings together in-episode product integrations, co-branded pre-roll bumpers, tune-in ads, custom creative, interactive shoppable Prime Video ad formats and a custom L’Oréal Paris brand store on Amazon.

For Amazon, the partnership gives a working example of the content-commerce funnel it has been pitching to Australian advertisers over the past year.

At its Sydney upfront last year, Amazon framed its advertising offer around premium content, AI, first-party shopping and browsing signals, and the ability to connect customers across viewing and shopping moments.

Willie Pang, managing director at Amazon Ads ANZ, told advertisers at the time that Amazon’s model was not just about reach, but about connecting with customers during “high-value moments” across their shopping and viewing journeys.

The company also flagged new interactive Prime Video ad formats, including shoppable video ads, pause-screen overlays and voice-enabled calls to action, designed to help viewers move from content to product discovery without leaving the viewing environment.

The Elle sponsorship now brings that proposition into a live entertainment property.

Georgia Hack, chief digital and marketing officer at L’Oréal Australia and New Zealand, said the appeal of the sponsorship was the ability to connect brand storytelling, product integration and commerce through Amazon.

“Elle represents empowerment and self-expression, qualities that have always been central to L'Oréal Paris,” Hack said.

“What excites us about collaborating with Amazon Ads on this sponsorship is the ability to do it all in one place; tell our brand story in a premium environment, integrate our products into the show seamlessly and ultimately turn cultural moments into measurable business outcomes through direct conversions on the Amazon Store.”

The L’Oréal Paris campaign includes integrations for products including Colour Riche Lipstick, Voluminous Mascara and True Match Liquid Hydrating Foundation, with some promoted by lead actress Lexi Minetree.

In Australia, Amazon also gave the global sponsorship a local launch layer, turning Jimmy’s Rooftop at The Ivy in Sydney pink for an Elle Woods Pool Party attended by more than 300 guests.

Amazon Ads Brand Innovation Lab worked with L’Oréal Paris on event activations including a poolside beauty touch-up station, retro Elle VHS tapes containing hidden L’Oréal Paris products and a “get ready with me” suite at the Ivy Penthouse for L’Oréal partners, creators and influencers.

Swisse’s local sponsorship promotes its Sweet Treat Gummies campaign and supports a new brand campaign focused on women’s health and wellbeing.

The Swisse activation uses Prime Video Ads interactive formats, including Pause Ads and rotational display placements, to reach audiences across Prime Video and the Amazon Store.

Stephanie Taylor, marketing director at Swisse, said the series gave the brand a way to connect with audiences through a nostalgic entertainment property.

“Elle captures those nostalgic, feel-good moments that viewers genuinely connect with,” Taylor said.

“Through our collaboration with Amazon Ads on this Prime Video sponsorship, we're excited to be part of that experience — delivering content that feels relevant and complementary to the audience's world while promoting health and wellness.”

Pang said the sponsorship showed how brands could move audiences from cultural storytelling to shoppable moments across Amazon’s ecosystem.

“The most powerful brand connections happen when you meet audiences in an authentic and natural way,” Pang said.

“This sponsorship does exactly that, connecting brands with relevant audiences across premium entertainment and commerce.

“From cultural storytelling to shoppable moments, brands can now move audiences seamlessly from inspiration to action.”