The co-branded work by McCann Shanghai for lipstick and lingerie came from the insight that traditional beauty norms still weigh on many Chinese women.
Publicis Media agencies win Singapore, Malaysia and Thailand, while GroupM, led by Wavemaker, retains Indonesia.
Wavemaker now handles L’Oréal in 25 markets, including Australia and New Zealand.
A L'Oreal lifer (except for one brief detour), Chiang is now responsible for marketing and digital transformation across a vast territory that's critical to the makeup maker's plans.
EXCLUSIVE: The group will set up a bespoke unit for the integrated media business, estimated to be worth US$800 million in annual billings. Mindshare was the incumbent.
The CPG and beauty giant promoted longtime exec Céline Dumais to lead a global transformation in customer care.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins