Media Planning picked up the £28m account, which spends £4m annually in the UK, after a pitch against an undisclosed number of agencies. The company has refused to comment on its reasons for dropping OMD in April.
The decision to drop OMD and appoint Media Planning was taken by YSL Beaute's Paris office, where the company's president, Chantal Roos, and marketing director, Laurent Houel, are based. The agency change follows a period of transition in the UK marketing department, with Graeme Bralsford being brought in from Elizabeth Arden to head up the marketing department.
The appointment is not expected to lead to a rearrangement of YSL Beaute's creative arrangements, which are currently handled in-house. Gucci's creative director Tom Ford leads the creative team himself and was responsible for the controversial Opium poster, featuring a provocatively posed Sophie Dahl, that the ASA ordered taken down earlier this year.
In addition to Opium, YSL Beaute operates brands such as Oscar de la Renta Perfume, Rive Gauche, Live Jazz, Roger & Gallet soap and the Yves Saint Laurent make-up range. Gucci acquired the company from Sanofi Beaute in 1999, as part of the Italian luxury goods giant's bid to become a true global competitor to France's Louis Vuitton-Moet Hennessy.