L’Oréal Benelux has appointed SAMY and team5pm (part of SAMY since October 2025), to lead end‑to‑end influencer and advocacy marketing across their 30 brands in the Benelux region.
SAMY and team5pm will deliver an integrated influencer and advocacy solution that brings together data and measurement, strategy and innovation, creator management and creative production. A fully dedicated, cross‑market team of Dutch and Belgian specialists will create localised content for Benelux markets, supported by SAMY’s global intelligence and excellence hubs.
SAMY and L’Oréal: A long-term partnership expands
The partnership with L’Oréal builds on a long-standing relationship and proven results across multiple markets. It expands on SAMY’s global collaboration with L’Oréal in Italy, Iberia, LATAM, the UK and the US, supporting L’Oréal’s social-first strategy with audience-led influencer marketing, informed by deep social listening, strong creator relationships and proprietary technology to manage and optimise campaigns at scale.
“Creators and communities are at the heart of how consumers discover and fall in love with beauty brands. To support our 30 brands present in the Benelux , we chose SAMY and team5pm for their data‑driven approach, experience with the L’Oréal Group and clear vision for the future of advocacy,” says Marc Duquesnoy, CDMO L’Oréal Benelux. “From trend hacking to our innovation launches, their tools and on‑the‑ground Benelux expertise will help us take Advocacy & Influence to the next level.”
“L’Oréal has been a long-standing partner for SAMY. We’ve worked together across several regions and services, from research and intelligence to influencer & advocacy marketing, social media or social commerce projects. At a time when influencer marketing is becoming a cornerstone of digital marketing across the industry, we are clearly leading that evolution together,” explains Sonsoles Pineiro Kruik, Global Chief Growth Officer, SAMY.
“L’Oréal has been a defining partner in the evolution of influencer marketing – from performance‑driven campaigns to community‑led advocacy,” says Jelmer Wind, Co‑Founder and CEO at team5pm. “Winning the Benelux pitch reflects our shared belief in data, innovation and creativity. By combining SAMY’s proprietary technology and expertise with team5pm’s local insights, we’re excited to build a best-in-class advocacy ecosystem for L’Oréal brands across Benelux.”
Discover how SAMY helps brands grow through social-first strategy, influencer and advocacy marketing.
Explore our work.
