L’Oréal India’s media pitch worth ₹600–900 crore, signals a strategic marketing shift. The launch comes amid leadership changes, soaring ad spends, and ambitious growth plans in one of the world’s fastest-growing beauty markets.
L’Oréal India has initiated a high-stakes review of its media mandate. The brand is inviting leading media agencies to pitch for an account pegged between ₹600 crore and ₹900 crore. This development marks one of the largest beauty and personal care media pitches of 2025. It also signals a solid recalibration of the brand’s marketing strategy.
Current partnership and scope
The account is currently managed by Wavemaker India, part of WPP Media. The brand has held L’Oréal’s media duties for over a decade. In the last competitive pitch in 2021, Wavemaker successfully defended its position. The agency currently oversees the entire spectrum of L’Oréal’s media requirements. This includes strategic communications planning, integrated media solutions, content, digital, investment, and buying. This is all across the company’s diverse portfolio.
Leadership transition fuels change
The review coincides with significant leadership changes at L’Oréal India. Effective October 1, 2025, Aseem Kaushik will assume the role of Chairman. Additionally, Jacques Lebel takes over as Country Manager. Earlier in 2025, Sanchari Biswas was elevated to Head of Media and Digital for the Consumer Products Division, strengthening the company’s marketing leadership team.
Expansive brand portfolio and growth
L’Oréal India’s wide-ranging portfolio includes mass-market staples like L’Oréal Paris, Garnier, Maybelline New York, and NYX. It also includes salon-exclusive brands such as Matrix and Kerastase. Furthermore, luxury offerings including Kiehl’s, Lancôme, Yves Saint Laurent, and CeraVe. The brand has been consistently ramping up its investments in India, reflecting both market opportunity and global strategy.
Rising ad spends and market outlook
In FY2024, L’Oréal India’s advertising and promotional expenses rose 23.7% to ₹1,714.54 crore from ₹1,385.74 crore in FY2023. Revenues from operations grew by 12.6% to ₹5,576.47 crore, though net profit dipped marginally to ₹487.46 crore. Globally, CEO Nicolas Hieronimus has identified India as a priority growth market, with plans to more than double business in the coming years. Currently, 95% of products sold in India are locally manufactured, with significant exports to neighbouring markets.
Industry implications
For India’s top media agencies, L’Oréal India’s media pitch represents a rare opportunity to secure a marquee client. For L’Oréal, it underscores an aggressive push toward integrated, data-driven, and digital-first marketing strategies.
