L’Oréal switches 15m to Publicis

Cosmetics company L’Oréal is shifting 15m of Laboratoires Garnier and Plénitude advertising business out of Foote Cone & Belding and into Publicis.

Cosmetics company L’Oréal is shifting 15m of Laboratoires Garnier and Plénitude advertising business out of Foote Cone & Belding and into Publicis.

The move is the direct result of the divorce of the two agencies, which previously shared a European joint venture company Publicis-FCB, in which Publicis had a 51 per cent stake.

It was finally dissolved last month following 12 months of wrangling as the nine-year partnership between Publicis and FCB’s parent True North collapsed.

Publicis handles the L’Oréal account in the majority of European markets and already handles L’Oréal Fragrances in the UK. The loss of the business is a serious blow for FCB which handles L’Oréal in several Asian, South and North American markets. Its UK chairman Robert Hamer says it “is too early to tell” what will happen with the account in the UK.

But the agencies and the company are already involved in negotiations to shift the skincare and haircare brands involved – Laboratoires Garnier and Plénitude – into Publicis by the end of April.

The L’Oréal Paris brands will also move into Publicis. L’Oréal says the decision is the result of a “worldwide reorganisation” between FCB and Publicis. “It is a clearing up exercise to improve worldwide co-ordination,” says a L’Oréal spokesman.

Latest from Marketing Week

Marketoonist on being agile


Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here