L’Oreal Taps R/GA for Interactive

NEW YORK L’Oreal Paris said it has named R/GA its lead global interactive agency.

The Interpublic Group shop here will work across categories for the client on its cosmetics, skin care and hair products.

L’Oreal said the agency would create interactive brand campaigns, Web sites and customer management programs, as well as mobile marketing and interactive television efforts.

The company’s online media spend was unavailable. Its domestic online spend last year was $7 million, per Nielsen Monitor-Plus.

In a statement, Youcef Nabi, client international general manager, said, “R/GA has impressed us with their ability to present a 360-degree vision of the Internet experience whilst respecting the highly specific image and identity of the L’Oreal brand. The brand’s ‘premium’ image will thus be enriched via new consumer oriented services. Being a premium brand today means providing real at-home services. For all these reasons we have chosen R/GA.”

R/GA chairman and CEO Bob Greenberg said, “With its long history of iconic advertising, L’Oreal is widely considered the most recognized beauty brand in the world. Our team is already collaborating on innovative new ways to engage consumers.”

The shop prevailed over undisclosed contenders in a review to win the assignment.

R/GA’s other clients include Avaya, Lowe’s, Nokia, Nestle Purina, Subaru and Verizon.