Matthew – Advocacy & Influence at Kérastase, L'Oréal Groupe | The Glaze Drops Campaign

Introduction:
Matthew, Advocacy & Influence specialist at Kérastase, speaks in an open office setting set against a dynamic backdrop of Times Square billboards and viral social media posts. He explains how turning the launch of Kérastase Glaze Drops with Sydney Sweeney and Emily Ratajkowski into a paparazzi-style cultural event generated record-breaking global reach. The video highlights how brand communicators at L'Oréal are given the creative freedom to rewrite industry rulebooks and transform product launches into viral experiences.



[Visual: Sydney Sweeney and Emily Ratajkowski walking hand-in-hand down cobblestone streets in New York in silk dresses, with Sydney holding a giant bag playfully labeled "DEFINITELY NOT KÉRASTASE GLOSS!!!"]
[Visual / On-screen text: Over 50 million followers]
[Trendy, rhythmic pop-electro background music starts]
Matthew (Advocacy & Influence, Kérastase, L'Oréal Groupe): Over 50 million followers

[Visual: Black-and-white high-fashion shot of Emily Ratajkowski inspecting a Kérastase bottle, followed by Sydney Sweeney turning towards the camera with glossy, flowing blonde hair in a lush garden.]
[Visual / On-screen text: KÉRASTASE PARIS]
Matthew: watched Emily Ratajkowski and Sydney Sweeney

[Visual: Matthew standing in a light shirt speaking directly to camera, with Times Square and campaign billboards behind him.]
[Visual / On-screen text: MATTHEW 🇦🇺 – ADVOCACY & INFLUENCE – KÉRASTASE, L'ORÉAL GROUPE]
Matthew: walk down the streets of New York City holding a giant Glaze Drops bottle by Kérastase.

[Visual: Matthew speaking warmly and smiling directly at the camera.]
Matthew: So what I love the most about Brand Communications and Engagement at L'Oréal

[Visual: A CGI pink floral Parisian building opening onto "THE WORLD OF GLOSS", an excited creator filming herself in an immersive pink experiential room, and a creator's fingers holding a tiny miniature Kérastase Glaze Drops dropper over a dollhouse vanity table.]
[Visual / On-screen text: THE WORLD OF GLOSS – KÉRASTASE]
Matthew: is that we turn product launches into talked-about experiences. We create cultural moments.

[Visual: Emily Ratajkowski getting her hair styled backstage in a white Kérastase bathrobe; paparazzi-style footage of Emily and Sydney walking down New York steps, and both women emerging from a delivery truck carrying a huge illuminated Kérastase bottle.]
Matthew: And this one started with no set, no filters, just two icons and a paparazzo. One moment captured and exploded in real time.

[Visual: Matthew speaking in front of a social media wall featuring dozens of viral TikToks and Reels from influencers and consumers.]
[Visual / On-screen text: 40 million people engaged with the content]
Matthew: And after that, we had thousands of posts. 40 million people engaged with the content. It became our highest-performing content ever.

[Visual: A bustling, packed Kérastase pink-themed pop-up store and hair consultation bar filled with consumers.]
Matthew: And above all, one memorable moment shared by all.

[Visual: Matthew back on screen in a city street setting, speaking with conviction.]
Matthew: And after ten years in the industry, what I love most about my job in Advocacy & Influence is that I'm able to completely rewrite the rulebook

[Visual: Surreal 3D visual of a New York yellow cab with a giant gloss dropper on its roof, followed by an entrance marked "LA VIE EN GLOSS", and a giant Kérastase glass bubble floating down the Seine under the Pont Neuf filled with pink rose petals.]
[Visual / On-screen text: LA VIE EN GLOSS]
Matthew: and evolve the way we speak to our consumers. And you can too.

[Visual: Sydney Sweeney and Emily Ratajkowski walking together in New York.]
[Visual / On-screen text: Are you ready to join?]
Matthew: Are you ready to join?

[Music swells and resolves on a final beat]
[Visual / On-screen text: L'ORÉAL GROUPE – CREATE THE BEAUTY THAT MOVES THE WORLD]