L'Oreal names R/GA digital AOR for luxury brands

L'Oreal has named R/GA digital AOR for its luxury products division in the US, the brand said May 12. The agency will be responsible for L'Oreal's comprehensive digital strategy and execution for a number of consumer product brands.

R/GA will build digital initiatives to strengthen the connection between L'Oreal and its customers, the brand said in a statement. R/GA will work on platform development, creative, and media planning, as well as mobile, social and retail initiatives.

L'Oreal declined to comment on the search process used to select an agency, as well as on whether it employed a previous agency in this role.

The agency will oversee digital marketing execution for the following brands: Lancome, Kiehl's, Giorgio Armani Beauty and Yves Saint Laurent Beauty, in addition to fragrances for Diesel and Viktor & Rolf.

The agency has launched Armani's Acqua for Life initiative, its first effort as the company's US digital AOR. R/GA has also begun developing online ads and social initiatives for Lancome.

R/GA began working with L'Oreal in 2005 when it redesigned the L'Oreal Paris website. It has since worked on mobile, CRM, in-store kiosk and social media projects.

L'Oreal named Moxie Interactive US AOR for all brand divisions' digital media planning and buying in January.

At the time, L'Oreal said digital was becoming a more important part of the company's media mix. 

R/GA's client list also includes HBO and Nike.