L’Oréal awards French media buying business to Publicis

The media agency has worked with L’Oréal for 40 years handling its media business for nine


L’Oréal Group has awarded its entire media buying business in France to Publicis Media.

The beauty giant’s media spend is the second largest among French advertisers.

It covers more than 70 of its brands across its Consumer, Luxe, Active Cosmetics and Professional Products divisions.

To win the tenure, Publicis had to pitch a competitive future marketing model for L’Oréal France.

The team’s idea included iBeauty, a data-driven media model, which connects creative and digital teams through Publicis’ ‘power of one’ approach.

The Drum reported that Publicis’ competitors included Havas, WPP and Dentsu Aegis.

Companies