L’Oréal India has initiated a high-stakes review of its media mandate, inviting top media agencies to pitch for an account estimated between ₹600 crore and ₹900 crore. This move marks one of the biggest beauty and personal care media pitches of 2025, signalling a major shake-up in the brand’s marketing strategy.
The account is currently handled by Wavemaker India, part of WPP Media, which has managed the prestigious beauty giant’s media duties for well over a decade. The agency last defended the account in a closely contested pitch in 2021 and has been responsible for the full spectrum of L’Oréal’s media services — from strategic communications planning and integrated media solutions to content, digital, investment, and buying — across all of its brands.
The decision to review the mandate comes during a period of significant leadership changes at L’Oréal India. Effective October 1, 2025, Aseem Kaushik will step into the role of Chairman, while Jacques Lebel will take over as Country Manager. Earlier this year, Sanchari Biswas was elevated to Head of Media and Digital – Consumer Products Division, further strengthening the company’s media leadership bench.
L’Oréal India’s portfolio spans mass-market favourites like L’Oréal Paris, Garnier, Maybelline New York, and NYX, salon-exclusive labels such as Matrix and Kerastase, and luxury brands including Kiehl’s, Lancôme, Yves Saint Laurent, and CeraVe.
According to recent filings, L’Oréal India’s advertising and promotional spend jumped 23.7% in FY2024, reaching ₹1,714.54 crore compared to ₹1,385.74 crore in FY2023. Revenue from operations grew by 12.6% to ₹5,576.47 crore, even as net profit saw a marginal dip to ₹487.46 crore.
Globally, L’Oréal CEO Nicolas Hieronimus has underscored India’s strategic importance, calling it “one of the world’s fastest-growing beauty markets.” The company aims to more than double its business in India over the next few years, alongside expanding its manufacturing footprint. Currently, 95% of products sold in India are manufactured locally, with a significant portion exported to regional markets.
Industry experts note that the upcoming pitch not only puts one of India’s largest media mandates up for grabs but also reflects L’Oréal’s aggressive push towards integrated, data-driven, and digital-first marketing. For India’s top media agencies, this is a rare opportunity to win a marquee account in the competitive beauty sector.
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