L’Oréal Benelux influencer marketing account goes to Samy Road/Team5PM
L’Oréal Benelux has awarded its influencer marketing account to Samy Road following a pitch process. Since Samy Road is not yet active in the Benelux region, the agency will collaborate with Amsterdam-based Team5PM. This was reported to Marketing Report by multiple sources.
In recent years, L’Oréal Benelux worked with Scooperz for all its influencer activities. Scooperz had won a pitch set out by L’Oréal Benelux in April 2023.
The new contract with Samy Road will take effect on January 1, 2026. Influencer managers are already being informed of the switch in agencies. L’Oréal collaborates with hundreds of influencers in the Benelux, with a total budget estimated at €10 million, the majority of which goes directly to influencers.
In February 2025, Samy Road had already secured L’Oréal’s influencer media account in Italy after a pitch there.
L’Oréal, a France-listed company active in cosmetics and beauty products, operates more than 37 brands in over 150 countries, generating €43.5 billion in revenue in 2024, of which €14.2 billion came from Europe. The company has also established a group-wide charter that influencers must adhere to.
L’Oréal, Samy Road, Team5PM, and Scooperz did not respond to questions from Marketing Report.
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