Adage recently reported that Sephora has launched a North America Media review. According to the advertising online magazine, they were able to obtain an invite to pitch. Adage asked The LVMH Moët Hennessy Louis Vuitton beauty retailer to comment on the media review reports, but they have not responded.
About the Sephora North American Media Review
Adage stated that the invite was sent Nov. 25 and it also stated that the review will begin immediately. The Sephora North American media review will last for about four months. The document said that the U.S. portion of the review will cover media strategy, planning and buying for all media channels excluding addressable TV. In Canada, the invite said that the review spans strategy, planning and buying for all media channels supporting only its e-commerce business, sephora.ca.
The invite included a non-disclosure agreement that prevents agencies from discussing the review with the media. Should the agency accept, the invite read, it would receive an RFI. Here’s what the invite read: “We are looking for a strategic agency partner that maximizes media holding group talents, thought leadership, tools, technology and media buying potential while continuing to drive Sephora’s leadership in prestige beauty retail,”
More about the Review
According to the invite, Global management consultancy ID Comms is managing the review. ID Comms has also declined to comment. People close to the review said Omnicom, Horizon and incumbent Dentsu Aegis Network are competing, and that the review is currently in the RFI stage. Those agencies declined to comment. A decision is expected to be made in March, according to the people close to the process. Sources close to the review said that the account is worth approximately $250 million.
The review does not affect other LVMH brands including Dom Pérignon, Benefit Cosmetics, Marc Jacobs and Céline. It comes slightly more than a year after the French luxury goods conglomerate chose Dentsu to handle all of its North American buying and planning across all brands including Sephora. That decision followed a review that was also handled by ID Comms and concluded in August of 2018. At that time, Dentsu took the business away from Havas Media. Havas Media previously worked with LVMH for nearly a decade.