L'Oréal names new media agency for Singapore

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L'Oréal has appointed Publicis Media to oversee performance media duties for Malaysia, Singapore, and Thailand. Meanwhile, GroupM Asia Pacific won the mandate in Indonesia. The appointment is for a three and a half year period and starts from 1 July. L'Oréal Singapore's spokesperson told MARKETING-INTERACTIVE that Publicis Media and GroupM stood out for their excellent services underpinned by a strong proficiency in data and digital advertising technology, and it looks forward to working with the agency. IProspect is the incumbent. R3 managed the pitch.

Meanwhile, Prerna Mehrotra, CEO, media APAC and MD, Media Group, dentsu Singapore, told MARKETING-INTERACTIVE that it has been a pleasure working with the L'Oréal team in Singapore through the acceleration of their brand growth journey since 2018.

"We are proud of the successful integrated campaigns and performance that we have delivered for its brands, and are confident that it is now in a strong position for us to move on to support other partners in driving growth. As such, we have respectfully declined to participate in the media review and wish them success in the next phase of their journey," she added.

Two years ago, Lancôme rolled out its first Advanced Génifique #LiveYourStrength virtual flagship store exclusive to Singapore. The brand wanted to marry "retail-tainment" in the online environment while providing a virtual space to bring the store closer to users in the comfort of their homes. Consumers were able to engage in experimental activities from virtual skin consultations to personality tests, and also share personal stories to empower women. The serum was launched more than a decade ago and the virtual store marked a first for the brand when it came to a virtual immersive experience.

In 2018, Lancôme appointed Paralympic swimming champion Yip Pin Xiu as the face of its Love Your Age campaign. According to The Straits Times, this made Yip the first person with a disability to be featured in an ad campaign in Singapore. Lancôme's spokesperson explained that Yip was chosen due to her phenomenal story and how she remains kind-hearted, positive, and humble despite all her success. The campaign encouraged women to live their lives to the fullest, regardless of age, as well as love and embrace who they are.

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