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News Commentary2019-06-11

L’Oréal selects Essence to manage media planning and buying

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L’Oréal, the world's leading beauty tech company, has selected Essence to manage its media planning and buying in the UK in a partnership that will see the creation of Beauty Tech Labs – a client-agency team powered by Essence’s and L’Oréal’s technology, operational expertise, and talent, with seamless access to insights, knowledge, and resources from across WPP.

Described as "a model fit for 2023," together Essence and L’Oréal's partnership will enable real-time collaboration, enhancing the intelligence and agility of L’Oréal’s marketing as the company transforms the online and physical shopping experiences it offers consumers, to deliver beauty as a service to millions, one at a time.

The creation of Beauty Tech Labs reflects L’Oréal’s commitment to lead the industry as the world’s first beauty tech company, delivering beauty as a service to millions, one at a time. Across both traditional and online channels, future media strategies will be driven by data and analytics, leveraging Essence’s signals planning approach to improve media prediction and measurement.

“We’re proud to be a leading beauty tech innovator and digital-first company, and will always push ourselves to do more to transform the beauty experience for both consumers and the category at large. This newly formed partnership with Essence and WPP ensures we continue to push those boundaries, evolve as a business and grow together through better, technology-driven consumer experiences,” said Vismay Sharma, Managing Director, L’Oréal UK and Ireland.

Tim Irwin, Essence EMEA CEO, added, “We are excited to help L’Oréal in the next phase of their transformation journey and share a deep-rooted belief in using technology to create better experiences for customers. We're not only looking forward to building a new model for client/agency collaboration but to set new standards for what is possible in data analytics and media innovation.”

Find news coverage on our partnership with L’Oréal in The Drum, Campaign, and Digiday