L'Oréal Italia appoints SamyRoad for influencer marketing across 24 beauty brands

L'Oréal Italia has appointed SamyRoad, part of SAMY Alliance, the Bridgepoint backed, social-first digital marketing agency, for an end-to-end influencer marketing remit across 24 of its beauty and cosmetics brands in Italy.

This significant appointment follows a full year of outstanding service from SAMY Alliance as L’Oréal’s influencer marketing partner in Iberia, as well as work by the agency in other territories such as the UK, the US or regional HQ.

SAMY will provide L’Oréal Italia with a comprehensive data-driven influencer marketing solution that includes end-to-end data & measurement, strategy & innovation, management and creative services, employing a cross-division team of 30 people working out of SAMY’s offices in Milan, as well as support from the agency’s global team.

The scale of the partnership is considerable. The influencer marketing sector in Italy is estimated to reach 412 million Euros in 2025 and L’Oréal Italy is the biggest A&I investor in the market.

Chloé Souchaire, Head of Advocacy & Influence, L'Oréal: "Influencer and social strategies are crucial for driving our brands' growth. Impressed by SAMY's team's expertise in delivering exceptional insights and impactful campaigns, we're excited to partner with them to elevate L’Oréal’s Advocacy & Influencer marketing to new heights."

Susana Rodríguez Escudero, Chief Digital & Marketing Officer, L’Oréal Italy: "Success in the beauty sector is increasingly driven by influencers and creators. With the aid and guidance of the SAMY team, we will be able to reinforce our ties with our consumers through some of the most notable names on Instagram, TikTok, YouTube and beyond."

Sonsoles Piñeiro Kruik, Chief Growth & Operations Officer, SAMY Alliance: "When it comes to beauty products, innovation and expertise, no name means more than L’Oréal. We’re thrilled to be working with the group in Italy at a time when influencer marketing has swiftly become the cornerstone of much of its digital marketing activity."

www.samy.com

www.loreal.com

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