LVMH vs Pernod Ricard

Sephora Taps Seth Rogen for Holiday Gift-Giver Campaign

Sephora has cast actor Seth Rogen in its holiday advertising campaign, targeting consumers who are less familiar with beauty products but seek thoughtful gifts. The 'We All Sephora' campaign features Rogen as a clueless shopper who needs guidance from an in-store beauty adviser, thereby highlighting Sephora's expert services. The campaign will run across connected TV, linear TV, streaming, and social media in the U.S. and Canada. The teaser included temporarily renaming a Sephora store in Los Angeles to 'Sethpora.' Agency Gut New York developed the campaign, with Jason Woliner directing. Sephora's parent LVMH reported strong growth for the brand. This partnership follows previous celebrity collaborations with Mariah Carey and Billy Eichner.

• Sephora launched 'We All Sephora' holiday campaign featuring Seth Rogen, targeting gift-givers unfamiliar with beauty.
• The campaign will run across connected TV, linear TV, streaming, and social media in the U.S. and Canada.
• Agency Gut New York created the campaign; Jason Woliner directed the ads.

LVMH revenue stagnates in Q3, China weighs

French luxury group LVMH reported revenue of €57.15 billion for the first nine months of 2026, a nominal decline of 2% year-over-year, but organic growth of 2%. In Q3, organic growth slowed to 1%, with weakness in China impacting the Fashion & Leather Goods division, which saw organic sales drop 5% in the quarter. Growth was driven by Watches & Jewelry (organic +8% in nine months) and Selective Retailing (organic +6%), notably Sephora. Currency effects negatively impacted reported revenue by 3 percentage points. The company divested Marc Jacobs to WHP Global on September 1, 2026. Despite uncertainties, LVMH plans to continue investing in product development and retail concepts.

• LVMH reported revenue of €57.15 billion for the first nine months of 2026, down 2% nominally but up 2% organically year-over-year.
• Q3 organic growth slowed to 1%, with Fashion & Leather Goods declining 5% organically due to weak demand in China.
• Watches & Jewelry grew 8% organically in nine months, while Selective Retailing grew 6%, driven by Sephora.

Kering and LVMH Tighten Model Protection Rules

French luxury groups Kering and LVMH have updated their joint industry charter to strengthen protections for models. The revised charter, effective from Paris Fashion Week 2027, raises the minimum age for models portraying adults to 18, with Kering having already implemented this in 2019 and LVMH increasing from 16. It introduces a zero-tolerance policy against harassment, abuse, and discrimination, with special focus on gender-based and sexual violence. Other measures include mandatory training, stricter monitoring of castings and productions, specific safeguards for nude or semi-nude shoots (explicit consent, separate spaces, and presence of additional staff), anonymous reporting mechanisms, and unannounced workplace audits. The charter retains commitments to diversity and non-discriminatory casting. The companies aim to establish these standards across the fashion industry, emphasizing shared responsibility among brands, agencies, and production teams.

• Kering and LVMH updated their joint charter to protect models, effective from Paris Fashion Week 2027.
• The minimum age for models portraying adults is raised to 18 for both groups.
• A zero-tolerance policy against harassment, abuse, and discrimination is introduced.

Longer Holiday Season, Thriftier Consumers Ahead

An ADWEEK House panel co-hosted with Ibotta discussed how data-driven media spend can help brands adapt to changing shopping behaviors during the holiday season. Chris Dungan, VP of client partnerships at Ibotta, and Krystle Rocci, integrated strategy director at Pernod Ricard, highlighted that consumers are shopping earlier and elongating their purchasing period. Ibotta's first-party data enables Pernod to measure and attribute the success of promotions, helping to intercept consumers in their decision path. The panel emphasized the importance of moving beyond impressions to target the right moments and mindset. Promotions are effective for attracting new or lapsed buyers, but fostering repeat purchases and exploring the full brand portfolio are key loyalty tests. The discussion underscored the value of first-party data and strategic promotions in driving incremental sales and collective brand equity.

• Ibotta first-party data helps Pernod Ricard measure and attribute promotion success.
• Consumers are elongating their holiday purchasing period, shopping earlier than usual.
• Chris Dungan (Ibotta) and Krystle Rocci (Pernod Ricard) participated in an ADWEEK House panel.

Ballantine's marketing lead on culture and authenticity

In an interview with The Drum, Marnie Corrigan, Global Brand Director for Culture, Content & Partnerships at Ballantine's, discusses the brand's marketing strategy. Key topics include the importance of cultural relevance, the recent long-term global partnership with music platform COLORSxSTUDIOS, and the launch of a new 'True Music' era. Corrigan emphasizes that marketers must immerse themselves in the channels where consumers spend time, rather than learning culture from the sidelines. She also shares insights on balancing digital innovation with tradition, the role of AI in marketing, and the need for creative risk-taking. The partnership kicked off with a free event in Madrid featuring artists CA7RIEL and Paco Amoroso, reflecting the brand's commitment to authenticity and removing barriers between artists and fans.

• Ballantine's announced a new long-term global partnership with COLORSxSTUDIOS.
• The partnership was launched with a free event in Madrid featuring artists CA7RIEL and Paco Amoroso.
• Research with nearly 10,000 music fans showed that 9 in 10 fans see authenticity as the most important factor in connecting with an artist.

Pernod Ricard Files 2025/26 Universal Registration Document and Announces Q1 FY27 Sales Event

Pernod Ricard has filed its 2025/26 Universal Registration Document (16/09/2026) and announced an upcoming Q1 FY27 Sales event on 15 October 2026. The media page also lists the FY26 Full-year Sales and Results press release (27/08/2026) and an invitation article (18/08/2026).