L’Oreal USA Launches Media Review

By Erik Oster 

loreal1L’Oreal’s American division, L’Oreal USA, is launching a review of its media business, Adweek reports.

Adweek points to the arrival of Nadine McHugh, senior vice president of omni media, strategic investments and creative solutions, as the likely impetus for the review, and McHugh will reportedly be overseeing the review process. Aside from incumbent UM, who handles TV and print buying (DigitasLBi is responsible for digital buying), it is unclear which agencies have been invited to participate, as well as if L’Oreal USA will be working with a consultant on the review. What is clear is that the review process will take a good deal of time.  for L’Oreal USA.

“We anticipate this comprehensive review to take us through the end of the year,” McHugh said, in a statement. “This review is about finding passionate, innovative and collaborative agency partners most attuned to L’Oréal’s culture and consumers and then working together to re-define the future of marketing.”


L’Oreal USA, whose brand roster includes Lancome, Maybelline and Redken, spent around $870 million on media in 2014, according to Kantar Media.