L'Oreal plump for Essence as media agency

Josh Hall's picture

L'Oréal, the world's largest beauty business, has appointed Essence as its media agency of choice.

Essence, which is part of WPP, will manage media planning and buying across the UK and Ireland.

The partnership will see the pair launch a new venture called Beauty Tech Labs, a dedicated client-agency team combining expertise from both companies with insights and knowledge from across WPP.

L'Oréal, which is one of the UK's biggest advertisers, says it has long had ambitions to become the leading beauty-tech company, "delivering beauty as a service to millions, one by one."

The company says this was the guiding principle behind their media review. L'Oréal UK and Ireland media director Gayle Noah said: "We would like to thank all of the agencies who took part in this rigorous review process. There is significant talent and great thinking in the market, and we were privileged to see it throughout the whole review. We are delighted to appoint Essence and look forward to working with them and building Beauty Tech Labs together.”

Essence’s EMEA CEO, Tim Irwin, added: “We are excited to help L’Oréal in the next phase of their transformation journey and share a deep-rooted belief in using technology to create better experiences for customers.

"We're not only looking forward to building a new model for client-agency collaboration, but to setting new standards for what is possible in data analytics and media innovation.”

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