Following a pitch that also included Universal McCann and Maxus, Optimedia won the consumer products range, which is valued at approximately S$7 million (US$4.1 million) and includes such brands as L'Oréal Paris and Maybelline.
Universal McCann previously handled the bulk of the business, with Optimedia tasked with Garnier. At press time, Maxus remained media agency for L'Oréal's luxury products division.
The review comes after news broke earlier this year that the French cosmetics giant was reviewing its US$1.5 billion global media planning and buying business.
Recent reports indicate that ZenithOptimedia has secured the account, which would point to a serious blow for Universal McCann.
A series of local market reviews have taken place in Asia, involving Optimedia, Universal McCann and MindShare Group, which each hold varying sizes of L'Oréal business in the region. At press time a decision was also pending in Malaysia and Thailand, where the accounts are handled by MindShare Group and Optimedia, respectively. In India, meanwhile, it is believed that L'Oréal appointed Lodestar after a pitch that also included Universal and Publicis.
"Universal McCann stands to lose a large tranche," said a source close to the process. "It has a lot of the planning business, and Paris is putting pressure on local operating companies to appoint Zenith."
A L'Oréal Singapore spokes- person noted that the appointments would only become active in January 2006, so she could not offer any comment. Universal McCann representatives could not be reached for comment.