Agency sources said the company has invited agencies to pitch for the business, which is expected to cover key markets in Europe, including the UK.
Samantha Daude, the director of new media and CRM worldwide at L’Oréal, is said to be leading the review from the company’s HQ in France, with meetings starting this week.
As well as the main L’Oréal Paris brand, the company also owns Maybelline and Garnier, and has a luxury product division that includes brands such as Lancôme and Guy Laroche. The focus of agency presentations is expected to be on the luxury brands.
ZenithOptimedia handles the bulk of L’Oréal’s media buying in the region, including the £74 million UK account.
The digital media review in Europe follows a consolidation of L’Oréal’s US media buying account into Universal McCann after a pitch against ZenithOptimedia.
L’Oréal has since launched a review of its media account in Australia, which is also split between Universal McCann and ZenithOptimedia.