L’Oréal Paris has partnered with 20th Century Studios for The Devil Wears Prada 2, launching a campaign with Kendall Jenner and Simone Ashley that made a debut during the 98th Academy Awards and extends through the film’s release.
L’Oréal Paris has announced a collaboration with 20th Century Studios for The Devil Wears Prada 2. The film will release in theatres on May 1. The partnership brings together beauty and entertainment through a campaign linked to the film’s launch.
Devil Wears Prada 2 Campaign Debut at the Oscars
The brand debut the custom campaign during the 98th Annual Academy Awards. The campaign features global ambassadors Kendall Jenner and Simone Ashley. The film-inspired spot is set in the Runway Magazine office. It follows a storyline where people confuse Kendall Jenner for a candidate for Miranda Priestly’s assistant role. Simone Ashley appears as a new assistant named Amari.
Extended Rollout
Maximum Effort has created the campaign and it extends beyond the Oscars through a series of activations timed with the film’s theatrical rollout. The collaboration aims to connect beauty with film-led storytelling and reach audiences across platforms.
From the Leadership Desk
Kendall Jenner:
“Spending the day at the Runway office was honestly so much fun. I got to live my dream walking past that iconic reception, and what made it even more special was getting to experience it alongside my L’Oréal Paris family. I can’t wait for everyone to see it.”
Simone Ashley:
“Working on this film has been a true career highlight and bringing it further to life with this spot with L’Oréal Paris has been so much fun. I loved working with both the L’Oréal Paris and Disney teams and can’t wait for ‘The Devil Wears Prada’ fans to see what we created.”
L’Oréal Paris Brand President, Laura Branik:
“Teaming up with ‘The Devil Wears Prada 2’ lets us show up in a moment that defines beauty and pop culture, and at a scale that matches the legacy of the film. Launching this collaboration on Oscars night, with a spot that pays homage to the story and brings together our global ambassadors Kendall Jenner and Simone Ashley, is a meaningful way to reinforce what L’Oréal Paris stands for: celebrating women who set the standard, on screen and in real life.”
Lylle Breier, EVP, Partnerships, Promotions:
“Confidence, glamour, and humor are at the heart of ‘The Devil Wears Prada 2. We are delighted to collaborate with iconic beauty house L’Oréal Paris to celebrate the release of the new film in such a stylish and fun way.”
