According to Emily Chan, senior consultant at R3 China – which is managing the process – the review will include all buying and planning across L’Oreal’s four key categories. The review follows a decision by L’Oreal to shift print buying for Maybelline and its luxury products division to Zenith earlier this year – although the review is expected to include both of these segments.
Over the past two years, Zenith has been making inroads into L’Oreal’s global $1.5 billion media buying and planning business, through a series of local market reviews driven by its Paris HQ.
In Asia, these have included wins for the agency in Thailand, Malaysia and Singapore.
Currently the China business is predominantly split between Zenith and GroupM, with Universal handling some planning and outdoor duties.
