These include Biotherm, Helena Rubinstein and Prestige Collection International - Ralph Lauren, Giorgio Armani, Cacharel and Guy Laroche fragrances - previously handled by Optimedia.
Maximize also now handles the media planning and buying for Lancome and Maybelline, previously handled by Universal McCann.
McCann continues to handle L'Oreal Paris, except for Studio Line, which has also been given to Maximize, while Optimedia is left with only Garnier.
The creative for all the brands however has not changed for 2004, with McCann still handling L'Oreal Paris and Maybelliine, while Publicis continues to handle Garnier, Lancome, Biotherm, Helena Rubinstein and the Prestige Collection International.
Eileen Wee, corporate communications manager of L'Oreal Singapore, denied the move was because some brands were not performing as well.
"The strategic thinking behind the re-alignment is based on an in-depth evaluation and comprehensive studies conducted around the region. We believe this will help increase productivity and establish stronger focus in the agency's respective areas of responsibilities. In the case of luxury products division, Maximize can now fully venture into and explore new means of advertising, leaving Publicis to focus on the creative and production side of advertising."
Manpreet Singh, managing director of MindShare Group Singapore, said: "We feel this appointment reflects the strength and growth of our proposition and capabilities in Maximize Singapore. We look forward to developing innovative channel strategies for this portfolio of brands, and to contribute to L'Oreal Singapore's growth."