L’Oréal Canada has appointed Labelium Canada and IPG Mediabrands’ Media Experts to lead its media strategy and activation, effective January 1, 2026.

Under this partnership, Labelium will oversee digital media, including paid social, programmatic, e-commerce and data, while Media Experts will handle strategic planning and media activation.

“Their proven expertise and innovative approach to media, especially in leveraging AI and data, are crucial for L’Oréal Canada to continue leading in the rapidly evolving digital landscape,” Marc Dicko, L’Oréal Canada’s chief digital and marketing officer, said in a press release.

“This collaboration reflects our commitment to delivering impactful experiences to our Canadian consumers and driving unparalleled growth for our 39 iconic brands. We look forward to a future of continued innovation and shared success.”

This marks a new chapter for the cosmetics brand, which previously worked with Wavemaker Canada as its media AOR from 2013. Before that, ZenithOptimedia managed the brand’s media business for 15 years.

The appointment comes as Media Experts continues to expand its portfolio. Recently, the agency added Honda and brought back WestJet, with which it had a previous 15-year relationship. Last year, it also began working with TonyBet, Kings College, TVO and Netflix.

In a previous interview with Media in Canada, Karel Wegert, CEO of Media Experts, said the agency has been focused on enhancement, including IPG data points to better evaluate the health of its clients on an ongoing basis, and linking this metric directly to the planning process, campaign performance and business outcomes.

“Aside from growing our business, I’m also focused on maximizing the value we get from our IPG Mediabrands technology platforms, applying them to our clients’ business in unique and specifically Canadian ways to drive incremental value,” he said.

Meanwhile, Labelium, with offices in Montreal and Toronto, is growing its presence in North America, with a portfolio that includes notable brands like Bioderma, Dior, Calvin Klein, Lacoste and Maybelline.

L’Oréal owns brands such as L’Oréal Paris, Lancôme, Garnier and Maybelline.