R3 China is managing the process, under new senior consultant Emily Chan.
The review will include all buying and planning across L’Oréal’s four key product categories — professional, consumer, luxury and active cosmetics.
L’Oréal shifted print buying for Maybelline, along with luxury products duties, to ZenithOptimedia earlier this year. Over the past two years, Zenith has been making inroads into L’Oréal’s global $1.5 billion media business, in markets such as Thailand, Malaysia and Singapore.
The China task is shared by Zenith and GroupM, with Universal handling some planning and outdoor duties.
