L’Oréal India has invited agencies to compete for its ₹600-crore-plus media business, marking one of the biggest account opportunities in the Indian advertising market this year, according to media reports. The global beauty major’s move signals a significant shift, coming four years after Wavemaker (WPP) retained the account in 2021 following an extensive pitch process. Wavemaker has been handling L’Oréal India’s media duties for nearly two decades.
The decision to open the mandate aligns with the company’s ambitions to accelerate growth in the country. In FY24, L’Oréal India’s marketing investments surged 23.7%—from ₹1,385.74 crore in the previous year to ₹1,714.54 crore. Total revenues rose 12.6% to ₹5,576.47 crore, although net profit saw a marginal dip to ₹487.46 crore. Including other income, the company’s total earnings stood at ₹5,684.60 crore for the year.
L’Oréal India’s expansion strategy includes strengthening local manufacturing—currently, 95% of its products sold in India are made domestically—and scaling operations to meet its stated goal of more than doubling its business in the market. The company has also been investing in factory capacity to support this growth trajectory.
Industry watchers view the media pitch as an opportunity for agencies to partner with one of India’s most influential beauty brands at a time when its marketing engine is running at full speed. The new mandate is expected to shape L’Oréal India’s media strategy across traditional and digital platforms, reflecting its evolving approach to brand storytelling and consumer engagement.
With heightened marketing spends, fresh leadership, and aggressive growth targets, L’Oréal India’s upcoming media partnership could set the tone for its next phase in the country’s beauty market.
