The news: Amazon Prime Video’s “Legally Blonde” prequel, “Elle,” could mark an evolution in the way brands approach product placements.

Partnerships with L’Oréal and Dove point to a closer integration between content and commerce, with those brands’ products being woven directly into the show’s narrative and the show’s star, Lexi Minetree, featuring in commercials for both brands.

The strategy: Rather than showering viewers with ads in the hopes that some will hit their mark, L’Oréal and Dove are taking a more strategic approach.

• The two brands have taken care to integrate their products into the show in a way that fits the plot, with Dove showcasing its pink beauty bar and L’Oréal highlighting period-appropriate products including its Colour Riche lipstick and Voluminous Mascara.
• To make sure viewers get the hint, both are running commercials during the show’s ad breaks with Minetree, where interested shoppers can add the featured products directly to their Amazon carts in just a few steps.
• The partnership is carrying over to other channels, like social media, where L’Oréal is enlisting influencers to create content that references the film alongside its makeup.

Implications for brands: While a campaign of this scale requires resources and time, the rewards can be considerable.

• Brands see the strongest results when they build immersive, multichannel campaigns around a show’s IP instead of relying primarily on traditional product integration, Kathryn Fernandez, head of marketing deployment for Dove’s skin-cleansing business, told Business of Fashion.
• The more comprehensive the activation, the more opportunities for building brand awareness and recall among viewers, underscoring the importance of being present across multiple platforms.

Nostalgia-driven properties like “Legally Blonde” also offer companies an opportunity to build connections with multiple generations of consumers. However, brands must ensure their messaging aligns with the chosen IP and feels authentic to how audiences experience and engage with the show, film, video game, or other content.

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