Publicis' Zenith bags L’Oréal India’s media business

The business was previously handled by Wavemaker India

by Imran Fazal
Published: May 29, 2026 5:02 PM | 4 min read

L'Oréal India has shifted its media mandate, valued at approximately ₹900 crore, from Wavemaker India to Zenith, ending a partnership that lasted over a decade.
The decision followed a multi-agency review process initiated by L'Oréal earlier this year, with Zenith expected to enhance Publicis Groupe's position in India's competitive media landscape.
Wavemaker had managed L'Oréal's media and digital strategies since 2010, playing a key role in the company's adaptation to India's digital transformation.
The transition reflects the growing importance of integrated, data-driven media strategies in the beauty and personal care sector, as companies increasingly invest in digital commerce and consumer engagement.

In one of the biggest media account movements in the Indian advertising market this year, L'Oréal India has decided to move its sprawling media mandate to Zenith.

The business, estimated to be worth around ₹900 crore, was previously handled by Wavemaker India and marks the end of a partnership that lasted for well over a decade.

Sources said the decision followed a multi-agency review process initiated by L’Oréal India earlier this year. The account encompasses media strategy, planning, digital, content, performance marketing, and media buying responsibilities across the beauty giant’s expansive portfolio.

The development marks a significant win for Publicis Groupe in India’s intensely competitive media agency landscape, strengthening its position in the fast-growing beauty and personal care category.

Wavemaker had managed the L’Oréal business since 2010 and played a central role in building the company’s media and digital ecosystem in India. During its tenure, the agency oversaw L’Oréal’s transition through the country’s rapid digital transformation, helping scale e-commerce partnerships, influencer-led campaigns, precision targeting, and performance-driven marketing initiatives.

The account had most recently been defended by Wavemaker in 2021, when the agency successfully retained the mandate following a competitive pitch process. However, the latest review appears to have resulted in a strategic realignment in favour of Zenith.

Industry executives said the shift comes at a time when beauty and cosmetics companies are sharply increasing investments in digital commerce, retail media, creator-led marketing and AI-driven consumer engagement. The category has become one of the most aggressively contested sectors for media agencies due to high spends across television, digital video, social commerce and marketplaces.

L’Oréal India operates one of the broadest beauty portfolios in the country, spanning mass, premium, salon and dermatological segments. Its consumer brands include L’Oréal Paris, Garnier, Maybelline New York and NYX Professional Makeup, while its professional products division houses labels such as Matrix and Kérastase.

The company also has a growing presence in the luxury and dermatological beauty segments with brands including Lancôme, Yves Saint Laurent Beauty, Kiehl’s and CeraVe.

For Zenith, the mandate is expected to significantly boost billings and further consolidate Publicis Groupe’s momentum in India, where the network has been steadily expanding its integrated media, data and commerce capabilities.

The transition is also likely to intensify competition among large agency holding companies as advertisers increasingly seek consolidated solutions spanning media, commerce, content, data analytics and technology.

Speaking about this, Jacques Lebel, Managing Director, L’Oréal India, said, “India is one of L’Oréal’s most strategic growth markets globally, driven by a rapidly evolving consumer landscape and accelerating digital adoption. As we enter our next phase of growth, it is imperative that our media ecosystem is as innovative and future-ready as our brands, enabling us to scale impact, deepen consumer engagement, and unlock new opportunities at the intersection of technology, creativity, and commerce. At L’Oréal, we believe in building long-term, value-driven partnerships anchored in shared growth and mutual trust, and as we evolve our ecosystem to meet future needs, we are pleased to partner with Publicis Media, whose expertise in data, analytics, and full-funnel consumer understanding aligns with our ambition to further strengthen brand resonance and consumer engagement in this dynamic market.”

Highlighting the imperative for brands to continuously evolve in a rapidly shifting landscape, Saloni Shah Javeri, Chief Digital and Marketing Officer at L’Oréal India, said, “The way consumers discover, experience, and shop beauty is evolving faster than ever, with content, commerce, and media increasingly converging into a unified journey. This necessitates a more integrated, data-led, and agile approach to media planning from focus shifts from mere reach metrics and engagement numbers to what truly captures the attention of our consumers.. Through this partnership, we aim to build a precision-driven ecosystem that not only enhances efficiency and effectiveness but also delivers meaningful, personalised consumer experiences at scale. We would like to thank our incumbent, Wavemaker who have been on this journey with us over the past decade and a half. We thank our teams at Wavemaker for all the hard work, passion and rigour they have dedicated on our business and wish them the best.”