The move comes as the company reviews its global media arrangements and sees L'Oreal Singapore consolidating its business into Optimedia. It already handles media for L'Oreal's professional products division and active cosmetics, which it picked up last month. The agency also won the $7 million consumer products brief last summer.
Optimedia has picked up L'Oreal Singapore's $4 million luxury brands media planning and buying account without a pitch. Optimedia will now handle media for brands including Lancome and Biotherm.