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R/GA Given U.S. Digital Work for L’Oréal Luxury Unit

Expands six-year relationship with marketer
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R/GA was named the U.S. digital agency of record for L’Oréal’s luxury products division, with responsibility for strategy and execution for skincare and makeup brands like Lancôme, Kiehl’s, Giorgio Armani Beauty, Yves Saint Laurent Beauty, and for fragrances Diesel and Viktor & Rolf.

The assignment, which was given to the Interpublic agency without a competitive review, had been handled by various agencies on a project basis. (Interpublic and Publicis Groupe are the two lead marketing partners for the world’s largest makeup and cosmetics company.)

The additional L’Oréal brands expand R/GA’s relationship with L’Oréal, which began in 2005 when the digital agency redesigned the L’Oréal Paris website. Since then, R/GA has added business across mobile, eCRM, in-store kiosks, and social. With L’Oréal’s new luxury products unit, R/GA has oversight of platform development, creative, and media planning as well as mobile, social, and retail initiatives.