L’Oréal India has appointed Publicis Media as its integrated media agency of record following a strategic review, marking a major consolidation of its media duties in India as the beauty major sharpens its focus on data-led marketing and digital-first consumer engagement.
The mandate will come into effect from September 2026. The decision aligns with L’Oréal India’s broader “Innovation & Beauty Tech” transformation agenda, under which the company is rethinking how it uses data, content, and media integration to build stronger consumer connections in a rapidly evolving beauty market.
According to the company, the objective of the review was to identify a partner capable of delivering high-precision marketing, advanced analytics, and integrated content solutions across platforms. The shift reflects the growing convergence of content, commerce, and media in the beauty category, where discovery and purchase journeys are increasingly shaped by digital ecosystems and personalised engagement.
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L’Oréal India Managing Director Jacques Lebel said India remains one of the company’s most strategic global growth markets, driven by fast-changing consumer behaviour and accelerating digital adoption. He added that the company’s next phase of growth requires a media ecosystem that is “innovative and future-ready,” enabling deeper engagement and stronger brand impact.
He further emphasised the importance of long-term, value-driven partnerships built on shared growth and trust, noting that Publicis Media’s capabilities in data, analytics, and full-funnel consumer understanding align with L’Oréal’s ambitions in the Indian market.
L’Oréal India Chief Digital and Marketing Officer Saloni Shah Javeri highlighted that consumer behaviour in beauty is changing rapidly, with content, commerce, and media increasingly converging into a unified journey. She said this shift demands a more integrated and agile media approach, moving beyond traditional reach and engagement metrics to focus on attention, relevance, and personalisation at scale.
She also acknowledged the contribution of incumbent agency Wavemaker, thanking the team for their long-standing partnership of over a decade and a half, and for their work and commitment to the business over the years.
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