Mumbai: L’Oréal India has appointed Publicis Media as its integrated media agency of record, effective September 2026, following a strategic review of its media partnerships.
The move comes as the beauty major accelerates its Innovation & Beauty Tech transformation in India, one of its fastest-growing and most strategic markets globally. The company is seeking to strengthen its media ecosystem with enhanced data capabilities, precision marketing, analytics-led planning, and integrated content strategies to better engage India’s rapidly evolving digital consumer.
The appointment marks a significant milestone in L’Oréal India’s efforts to build a future-ready media framework that aligns with changing consumer behaviours, where content, commerce, technology, and media increasingly converge.
Speaking about the development, Jacques Lebel, Managing Director, L’Oréal India, said, “India is one of L’Oréal’s most strategic growth markets globally, driven by a rapidly evolving consumer landscape and accelerating digital adoption. As we enter our next phase of growth, it is imperative that our media ecosystem is as innovative and future-ready as our brands, enabling us to scale impact, deepen consumer engagement, and unlock new opportunities at the intersection of technology, creativity, and commerce. At L’Oréal, we believe in building long-term, value-driven partnerships anchored in shared growth and mutual trust, and as we evolve our ecosystem to meet future needs, we are pleased to partner with Publicis Media, whose expertise in data, analytics, and full-funnel consumer understanding aligns with our ambition to further strengthen brand resonance and consumer engagement in this dynamic market.”
Highlighting the changing dynamics of consumer engagement in the beauty category, Saloni Shah Javeri, Chief Digital and Marketing Officer at L’Oréal India, said, “The way consumers discover, experience, and shop beauty is evolving faster than ever, with content, commerce, and media increasingly converging into a unified journey. This necessitates a more integrated, data-led, and agile approach to media planning from focus shifts from mere reach metrics and engagement numbers to what truly captures the attention of our consumers.. Through this partnership, we aim to build a precision-driven ecosystem that not only enhances efficiency and effectiveness but also delivers meaningful, personalised consumer experiences at scale. We would like to thank our incumbent, Wavemaker who have been on this journey with us over the past decade and a half. We thank our teams at Wavemaker for all the hard work, passion and rigour they have dedicated on our business and wish them the best.”
The partnership reflects L’Oréal India’s broader ambition to leverage data, technology, and consumer insights to create more personalised and impactful brand experiences. As digital adoption continues to reshape the beauty industry, the company aims to strengthen its ability to connect with consumers through more targeted, measurable, and integrated media strategies.
The transition also marks the end of a longstanding relationship with Wavemaker, which managed the account for over 15 years. L’Oréal acknowledged the agency’s contribution to its growth journey in India and expressed appreciation for its role in building the business over the years.
With Publicis Media set to take charge from September 2026, the partnership is expected to support L’Oréal India’s next phase of growth by combining advanced analytics, full-funnel media planning, and innovation-led consumer engagement in an increasingly competitive beauty market.
