WPP Media has retained L’Oreal’s media planning, buying, advocacy and influence account following a competitive review, beating Publicis Groupe and Omnicom Media Group.
dentsu withdrew from the pitch in earlier rounds of the process.
Wavemaker, part of the WPP Media network, has held media buying and planning duties for the cosmetics giant since 2021, when it won the business from Carat.
L’Oreal’s stable includes CeraVe, La Roche-Posay, L’Oréal Paris, Kiehl’s, YSL, Lancôme, NYX, Maybelline and Redken.
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Beauty Tech Labs
Last year, WPP created Beauty Tech Labs, a bespoke team drawing on talent from Wavemaker, WPP Media and Ogilvy PR, to handle L’Oreal’s advocacy and influencer marketing. Social creative agency The Content Works also sits within L’Oreal’s agency village.
The new bespoke structure mirrors the model used for Suncorp’s Open Era team.
Speaking at the time of the original Beauty Tech Labs appointment last year, GroupM Australia and New Zealand CEO Aimee Buchanan said Wavemaker’s remit had grown alongside the account.
Pictured: Aimee Buchanan.
“Wavemaker has worked on the L’Oreal media business since 2021, and we are thrilled to expand our remit with them into the fast-growing world of influencer marketing,” Buchanan said.
“WPP Beauty Tech Labs is designed to connect L’Oreal’s impressive suite of brands with audiences in authentic and relevant environments. Our technology-driven approach, combined with the expertise of our team and a holistic view of the overall media strategy, will provide unparalleled opportunities for influencers, creators and talent agents to collaborate with L’Oréal’s iconic brands across the region.”