The World: Tokyo - L'Oreal hires Publicis for skincare range rebrand

The cosmetics manufacturer L'Oreal has appointed Publicis Japan to create a new look for its Japanese Shu Uemura skincare range, to be used in below-the-line and PR communications globally. Publicis won the business in a competitive pitch against Dentsu.

International sales constitute half of Shu Uemura's revenue, with Asia dominating this business. The brand has traditionally avoided above-the-line advertising, a position Publicis expects L'Oreal to maintain for the time being.

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