{"id":26668,"date":"2026-05-28T22:36:39","date_gmt":"2026-05-28T22:36:39","guid":{"rendered":"https:\/\/www.europesays.com\/france\/26668\/"},"modified":"2026-05-28T22:36:39","modified_gmt":"2026-05-28T22:36:39","slug":"loreal-brands-maybelline-new-york-essie-to-share-vml-as-us-social-agency","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/26668\/","title":{"rendered":"L’Or\u00e9al Brands Maybelline New York, Essie To Share VML as US Social Agency"},"content":{"rendered":"


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L’Or\u00e9al Brands Maybelline New York, Essie To Share VML as US Social Agency<\/p>\n

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\n VML has been named lead U.S. social agency for Maybelline New York and essie.\n <\/p>\n


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Cannes Lions<\/a> is where the biggest ideas take center stage. Join ADWEEK<\/a> for must-see conversations, top industry leaders, and the moments everyone will be talking about.<\/p>\n

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Maybelline New York and Essie, both owned by L\u2019Or\u00e9al, are bringing in one agency to run social for the first time.<\/p>\n

VML has been named lead U.S. social agency for the brands following a competitive review, the agency told ADWEEK, with a remit spanning social strategy, content production, and community management. The scope does not include influencer marketing.<\/p>\n

The pitch began in November 2025, consolidating what had been a patchwork of internal teams, according to VML. <\/p>\n

The move reflects a broader reckoning in beauty, where discovery and purchase are increasingly happening on TikTok and Instagram, making social a key commerce channel.<\/p>\n

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Audrey Kemp<\/a><\/p>\n

Audrey Kemp is a staff reporter for Adweek based in New York City.<\/p>\n","protected":false},"excerpt":{"rendered":" L’Or\u00e9al Brands Maybelline New York, Essie To Share VML as US Social Agency VML has been…\n","protected":false},"author":2,"featured_media":26669,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12905],"tags":[19577,5492,19578,4964,2543,1580,1148],"class_list":["post-26668","post","type-post","status-publish","format-standard","has-post-thumbnail","category-loreal","tag-accounts","tag-advertising-news","tag-agencies","tag-exclusive","tag-general","tag-loreal","tag-social-media"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/26668","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=26668"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/26668\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/26669"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=26668"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=26668"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=26668"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}