L'Oreal USA - one of the most-recognized names in the beauty market - is not resting on its laurels when it comes to its presence in the digital media landscape.
Instead, L'Oreal is on an aggressive path in growing its digital business and that includes naming a new digital agency of record - New York-based Digitas.
A comprehensive review process was conducted which was led by Agiliti, a digital consultancy. The review began with six agencies and was ultimately narrowed down to three. The process included a cultural immersion of the agencies to enable L'Oreal to understand the agency fully with whom it would be working. The rounds of review included participation by the company's key media partners, as well as current and ex-clients of the various digital agencies. Digitas was awarded the business.
Digitas will play an important role as L'Oreal USA continues to drive innovation and experimentation in digital, which is critical to L'Oreal's global goal of gaining 1 billion new consumers by 2020.
The move does not affect Labelium who will continue as L'Oreal USA's search agency of record for SEO and SEM.