Optimedia has added to its L’Oreal portfolio by winning the account
for Professional Products, the haircare and salons division of the
The UK account, which was previously handled by Universal McCann, covers
Kerastase/Redken hair treatments and shampoos, Majirel Majimeche hair
colourants, and Professional, the hair salon line.
Enyi Nwosu, Optimedia’s group director, will head the business, while
account manager Catherine Bourne runs planning and buying on a
day-to-day level with planner/buyer Niki Calderwood.
Media strategy for Professional Products - previously named Coiffure -
has traditionally centred around women’s magazines.
However, while magazines will remain on Optimedia’s new schedule, the
agency has plans to build the Professional Products brands.
In consultation with its village@Optimedia group of marketing partners,
the media agency is planning to use celebrity endorsements and events
’to go beyond traditional advertising and gain closer links and
credibility within fashion’.
L’Oreal spent pounds 1.2 million on its Professional Products brands
However, product launches planned for January 2001 mean spend is likely
to increase to more than pounds 2million.
The products will be tested regionally during 2000. They will be sold
through a network of 4,000 salons.
The L’Oreal business is split between Optimedia and Universal. Optimedia
handles the luxury products division, which includes Lancome and Helena
Until now, Universal looked after media for all the products in the
beauty giant’s consumer division. The agency still looks after Redken,
Laboratoire Garnier, Maybelline, Vichy and L’Oreal Paris.