Cosmetics giant L'Oréal has consolidated its media buying business in France with Publicis Groupe.

As part of the pitch, Publicis was asked to build a “competitive future marketing model” for L'Oréal France. This came in the shape of a solution Publicis has dubbed ‘iBeauty’, which it described as a “data-driven media model which connects creative and digital teams through Publicis Groupe’s Power of One approach".

Publicis has worked on L'Oréal's media business for the last nine years. The Groupe pitched for the account against Havas, WPP and Dentsu Aegis.

L'Oréal’s media spend is the second largest among French advertisers and covers more than 70 brands across four different sectors, including consumer, luxury, and professional products.

Publicis reorganized its agencies in 2015 around four 'hubs' – Publicis Communications, Publicis Media, Publicis Sapient and Publicis Health – in a model it called ‘Power of One’; the idea being that a client is given unfettered access to a myriad of tools and talent across its creative, media, digital strategy and health services.

Though selling this concept in to clients hasn’t been without its challenges, Publicis said the win “further demonstrates the success of Publicis Media’s and Publicis Groupe’s approach".

It comes after Procter & Gamble (P&G) consolidated its media planning and buying in the UK and Ireland with the holding company following a review of its business in Northern Europe.