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L'Oreal USA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

L'Oreal USA is a developer, manufacturer and marketer of cosmetic and beauty products. The company, headquartered in New York, NY, offers hair care products, skin care products, cosmetics and fragrances in four categories: Professional, Consumer, Luxury and Active Cosmetics.

Main Telephone (212) 818-1500
Main Fax (212) 984-5019
Primary Address
575 Fifth Avenue
New York, NY 10017

L'Oreal USA, Inc. Contacts

Contacts (5/187)
Name Title State
Carol H. Group President - L'Oreal Luxe Division NY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (212) 818-1500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 575 Fifth Avenue
New York, NY

Karen F. President - L'Oreal Paris NY
David G. President - Maybelline New York & Garnier NY
Neahle J. Assistant Vice President, OmniMedia NY
Frederic R. President & Chief Executive Officer - L'Oreal USA , Inc. NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Biotherm ***
Dark & Lovely *******
Garnier ********
Giorgio Armani ********
L'Oreal ********

Agency Relationships

Brand Agency Service From To
**** ****** *** Media Buying, Media Planning 2015 present
******** **** public relations 2016 present
******** *** media planning 2014 present
**** & ****** *** Media Buying, Media Planning 2015 present
******* ***** ** ****** ********* public relations unknown present

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Recent Discussions

Who is the Group President - L'Oreal Luxe Division of L'Oreal USA, Inc.?

Who is the marketing contact for clothing manufacturers in NY

What is the email of the President - L'Oreal Paris of L'Oreal USA, Inc.?

What is direct phone of the President - Maybelline New York & Garnier of L'Oreal USA, Inc.?

Who is the Media Buying, Media Planning agency of L'Oreal USA, Inc.?

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Rumor: L'Oreal testing in-house programmatic amid media review?


Subject: Digital, online, mobile, social media, TV, magazine, sponsorship, adtech, ad-tech

Company:  L'Oreal USA, one of the world's largest beauty companies

Update (4/29): We hear L’Oreal has been testing various in-house Turn are two of the DSPs being tested, among others. We haven’t been able to verify this 100%, but we wanted to keep you in the loop. Since January, Moat confirms that 15 L’Oreal display ads (EverPure, Maybelline, L’Oreal Paris and Lancome) have gone through DataXu. Over the same period, 19 ads (EverPure, The Body Shop, Lancome, Maybelline) went through Turn. Moat shows no 2014 L’Oreal activity for DataXu, but 70 ads did run through Turn last year. 

If true, this is quite a blow to the agency holding companies and an interesting development in the midst of all the buzz lately around media kickbacks and a lack of transparency about where media dollars are actually going. WPP appears to have a major edge in the media review given L’Oreal Media Chief Nadine McHugh’s 2o years of experience working at WPP agencies, lastly at GroupM, which has Xaxis for programmatic buying.  We’ll keep you posted on any new developments.

Update (4/2) - After here). This isn't a good sign for Interpublic and Publicis, which currently handle most of L'Oreal's global media. 

Incumbents: According to The List, Interpublic's here).


Below originally published March 24 

Opportunity:  We've received a tip that L'Oreal is headed for an agency review.  We haven't been able to verify the review's scope, how far along it is or which brands are involved, but we wanted to keep you posted. Given L'Oreal's plans to double digital spending this year and accelerate return on spending substantially after new marketing, media and digital appointments, it's plausible that media optimization is a review focus. But, again, we're just speculating for now. We'll keep you posted on new developments.

Digital has become top-of-mind for L'Oreal across all areas of its business, as it works to jumpstart US salesand engage younger women. The beauty giant aspires to be the pioneer and leader of digital beauty, and already is dedicating 16% of its media budget to digital, said Jean-Paul Agon, chairman and CEO, during the Q4 earnings call. He stated that 2014 was a year of transformation to adapt L'Oreal to the fast changing digital world and prepare it for future success. As such, the company is entering 2015 “with confidence and ambition” as it reinvents the new L'Oreal of the 21st century.

Also note comments made during the call by Marc Menesguen, president of the Consumer Products Division, and Nicolas Hieronimus, president of Selective Divisions (Luxury, Active Cosmetics, Professional Products and The Body Shop). Menesguen stated that digital “represents a real growth opportunity” for the consumer division, where e-commerce sales continue to grow. Furthermore, Hieronimus said today's “new luxury” is digital. Therefore, the division strives to excel in the 3Cs (commerce, content and commitment to sustainable and responsible development) and online sales are already approaching 6% of the Luxury Division's revenues.

Additional Insight

Agency Roster: L'Oreal works with a number of agencies, several of which have been hired only within the last two years. Looking at media and digital specifically. Publicis's UM has been on print and TV media buying since 2010, according to The List.

Recently Appointed Decision Makers: Last year, L'Oreal made three big executive marketing appointments: In October,  Nadine McHugh as SVP of omni-media, strategic investments and creative solutions (media chief (research here); and in March, Lubomira Rochet as chief digital officer. She came from digital agency Valtech, where she previoulsy served as deputy CEO and managing director for the Southern Europe zone.

Media Spend: L'Oreal's measured media spending fell 61% to $560.7 million last year from $1.4 billion in 2013, according to Kantar Media. Spending fell so sharply year-over-year primarily because of big cuts to broadcast ($178 million from $564 million in 2013) and magazine spending ($316 million from $751  million in 2013). Meanwhile, digital spending continued to increase by double digital percentages, as it has annually since 2010. 

L'Oreal USA
575 Fifth Ave.
New York, NY 10017
(212) 818-1500   

Marie Gulin 
Chief Marketing Officer
(212) 818-1500

Lubomira Rochet
Chief Digital Officer
(212) 818-1500   

Nadine McHugh
Senior Vice President, Omni-Media 
(212) 818-1500