Amazon Ads names L'Oréal Paris sponsor of Prime Video's Elle

Amazon Ads has named L'Oréal Paris the global sponsor and Swisse the Australian sponsor of Prime Video series Elle. The deal links the beauty and wellness brands to the Legally Blonde prequel, now streaming on the platform.

L'Oréal Paris's campaign runs across Australia, the US, Canada, Mexico, the UK, France, the Netherlands, Germany, Spain and Italy. Swisse's sponsorship is limited to Australia.

Produced by Amazon MGM Studios with Hello Sunshine, Elle is an eight-part series set in 1995 that follows Elle Woods during her high school years. Lexi Minetree plays the lead role.

The arrangement combines product placement in the series with ad formats tied to Prime Video and Amazon's retail platform. For L'Oréal Paris, the campaign includes in-episode appearances by Colour Riche Lipstick, Voluminous Mascara and True Match Liquid Hydrating Foundation, with some products promoted on screen by Minetree.

Beyond the series, the sponsorship includes co-branded pre-roll bumpers, tune-in ads, custom creative, shoppable ad formats on Prime Video and a branded store on Amazon. L'Oréal Paris positioned the tie-up as a way to connect brand marketing with direct sales activity.

Georgia Hack, Chief Digital & Marketing Officer at L'Oréal Australia & New Zealand, outlined the company's rationale for the partnership.

"Elle represents empowerment and self-expression, qualities that have always been central to L'Oréal Paris," said Georgia Hack, Chief Digital & Marketing Officer at L'Oréal Australia & New Zealand. "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."

Australian tie-up

In Australia, Swisse's sponsorship centres on its Sweet Treat Gummies promotion and features Swisse Ultivite Women's Multivitamins across Prime Video and the Amazon Store. The campaign uses interactive formats including pause ads and rotating display placements aimed at viewers as they watch and shop.

The partnership places Swisse alongside a series drawn from a well-known film property with a strong following among female audiences. It gives the vitamins brand a place within entertainment content as it prepares a broader women's health and wellbeing campaign.

Stephanie Taylor, Marketing Director at Swisse, said the series was a natural fit for the brand's marketing approach.

"Elle captures those nostalgic, feel-good moments that viewers genuinely connect with," said Stephanie Taylor, Marketing Director at Swisse. "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."

Event activation

In Sydney, Prime Video staged a series-themed launch event at Jimmy's Rooftop at The Ivy. Amazon Ads' Brand Innovation Lab worked with L'Oréal Paris on activations including a beauty touch-up station, VHS-inspired props containing products and a private preparation suite for partners, creators and influencers.

According to Amazon Ads, the event brought Minetree to Australia and drew more than 300 guests. It was designed to echo the series' opening scene and extend the sponsorship beyond on-screen advertising into an in-person brand experience.

Commerce push

The deal reflects a broader effort by streaming companies and advertisers to tie entertainment inventory more closely to retail outcomes. Amazon is in a distinctive position because it can sell video advertising against its own programming while also directing viewers to purchases on its shopping platform.

That structure has become increasingly important as brands seek clearer evidence that streaming TV marketing can drive sales, not just awareness. By combining product integration, interactive ads and retail destinations within one system, Amazon Ads is positioning Prime Video as part of a shopping journey as much as an entertainment service.

Willie Pang, Managing Director at Amazon Ads ANZ, said the sponsorship illustrated that strategy.

"We're excited to welcome L'Oréal Paris and Swisse as sponsors of Prime Original series Elle, a perfect fit for both brands," said Willie Pang, Managing Director at Amazon Ads ANZ. "The most powerful brand connections happen when you meet audiences in an authentic and natural way. 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."