Major beauty and fashion brands are investing in Amazon Prime’s 'Elle' series. Despite mixed reviews, Dove, Victoria’s Secret Pink, and L'Oréal Paris are launching in-show integrations and campaigns. Brands hope to capture audience loyalty.
Brand partnerships are taking center stage in Amazon Prime’s new series “Elle,” as major beauty and fashion companies look to drive engagement and loyalty despite lukewarm critical reception. For publishers and content strategists, the show’s marketing integrations highlight how brands are leveraging streaming originals to reach digital audiences and monetize attention.
Dove has announced the return of its Dove Pink Beauty Bar through a prominent in-show placement, supported by co-branded content, creator collaborations, and experiential marketing. Victoria’s Secret’s Pink is launching an “Elle Woods”-inspired collection, featuring pajamas, panties, denim, and T-shirts, including the recognizable sparkly-pink bikini. L'Oréal Paris, which revealed its partnership last month, is embedding its products throughout the series and rolling out a multi-channel campaign focused on its classic ‘90s items like Voluminous Mascara, Colour Riche Lipstick, and True Match Foundation.
The eight-episode “Elle” series debuted on Amazon on July 1. While some critics have questioned the plausibility of the prequel’s premise, Amazon confirmed a second season was already in the works as of January. The story introduces Elle Woods in 1995 as a high school student relocated from Bel Air to Seattle, with Dove’s product placement appearing in the third episode and a ‘90s Dove magazine ad visible in a poolside scene.
Brand executives say the collaborations are designed to connect with viewers through nostalgia and self-expression, referencing the influence of both Dove and Elle Woods on beauty and confidence. L'Oréal Paris is using a “Get ready with me” social media format and has partnered with Maximum Effort for a campaign that includes social activations, pop-up events, and consumer experiences. Both Dove and L'Oréal Paris participated in the recent “Elle World” event in New York, which featured a drag showcase and personalized Confidence Kits with Dove products.
Viewer response to “Elle” remains uncertain. Reviews have been mixed, with some outlets calling the show “shockingly not bad” or “cute enough,” while others criticized its tone and character development. As of now, the series holds a 55% audience score on Rotten Tomatoes.
