Cosmetics giant L’Oréal expects its new media agency to make waves

The appointment of Wavemaker – which is one of the largest media agency networks in the world and has a client base that includes Chanel, Colgate-Palmolive and Mondelēz International – follows a six-month competitive process handled by London-based marketing consultancy Ebiquity, a specialist in media investment analysis. 

This process required the media activity of L’Oréal’s International Distribution arm (LID) to be consolidated with one strategic partner. LID markets brands such as Lancôme, Giorgio Armani Beauty, Yves Saint Laurent Beauté, Ralph Lauren, Maybelline New York, Diesel and Garnier. 

New York-based OMD, which claims to be world’s largest media agency network and is part of the Omnicom Group, was a contender. 

Appointment is for three years 

The appointment of Wavemaker as media buying and planning strategic partner is for a three-year term that starts in September 2024. Wavemaker is already partnering with L’Oréal in various markets and this marks an expansion of that relationship. 

“We are delighted to be partnering with the Wavemaker global team to support the rapid growth of the business,” comments Julie Hoareau, Global Chief Digital and Marketing Officer for L’Oréal International Distribution. 

“We were looking to simplify and centralise our operation with a partner who could show agility, expertise and team spirit.  

“We very much appreciated Wavemaker’s enthusiasm, proposals, responsiveness and creativity.  What made them stand out from the competition was their creativity and the chemistry we felt with them as people.” 

Adds Wavemaker’s Toby Jenner: “Our ability to operate as a cohesive and collaborative extension of their own team makes all the difference for this relationship. We’re looking forward to working closely with the team to further accelerate their global growth.”