Medical aesthetic products. L’Oréal names Omnicom Media Group as agency of choice for billion dollar U.S. media account

THE WHAT? L’Oréal has awarded Omnicrom Media Group the U.S. media account following a formal review.  

THE DETAILS Omnicrom will take over from current agency GroupM’s Wavemaker in April 2023, with Wavemaker still handling the majority of L’Oréal business outside of the U.S. 

THE WHY? L’Oréal said of the appointment: “After recently completing a strategic assessment of the media agency landscape, L’Oréal USA has selected Omnicom Group as our new agency of record for all media buying in the United States starting April 2023. 

“We are grateful to GroupM for their partnership, dedication and exceptional service to our business over the last seven years and we look forward to building a strong partnership with Omnicom Group.”

Medical aesthetic products refer to a category of products used in the field of medical aesthetics, which combines medical practices with cosmetic procedures to improve the appearance of individuals. These products are typically used under the supervision of trained medical professionals such as dermatologists, plastic surgeons, or specialized nurses. They are distinct from over-the-counter cosmetics in that they often contain higher concentrations of active ingredients or require medical expertise for their application.

Examples of medical aesthetic products include:

• Dermal Fillers: Injectable substances used to restore volume, fill wrinkles, and enhance facial contours. These may include hyaluronic acid fillers like Juvederm or collagen-stimulating fillers like Sculptra.

• Botulinum Toxin (Botox): Injectable neurotoxins used to temporarily paralyze facial muscles, reducing the appearance of wrinkles and fine lines caused by facial expressions.

• Chemical Peels: Solutions containing chemical exfoliants like glycolic acid, salicylic acid, or trichloroacetic acid, used to improve skin texture, treat acne scars, and reduce hyperpigmentation.

• Laser and Light Devices: Equipment used for various skin treatments, including hair removal, skin resurfacing, tattoo removal, and treatment of vascular and pigmented lesions.

• Prescription Skincare Products: Formulations containing active ingredients such as retinoids (e.g., tretinoin), hydroquinone, or prescription-strength antioxidants, designed to address specific dermatological concerns under medical supervision.

• Microneedling Devices: Devices that create tiny punctures in the skin to stimulate collagen production and improve skin texture and elasticity.

• Cosmeceuticals: High-quality skincare products that bridge the gap between cosmetics and pharmaceuticals, often containing biologically active ingredients with proven efficacy.