L’OrÈal is consolidating the £1.5m media planning and buying account for Yves Saint Laurent Beaute into ZenithOptimedia without a pitch. The YSL beauty division business will move from Media Planning Group in May next year.
Havas-owned MPG has handled the business for YSL Beaute since 2002, while Publicis-owned ZenithOptimedia is a L’OrÈal roster agency of three years.
The move follows L’OrÈal’s $1.68bn (£1.12bn) acquisition of YSL Beaute from the Gucci group last month.
The deal gives L’OrÈal the exclusive worldwide licence for the Yves Saint Laurent and Boucheron brands in perfumes and cosmetics. It also provides L’OrÈal with the licences for fragrances and cosmetics of the Stella McCartney, Oscar de la Renta and Ermenegildo Zegna brands.
The Yves Saint Laurent, Boucheron and Stella McCartney brands remain the property of the PPR Group.