L'Oreal and ABPR confirmed the relationship, but would not comment further on the details of the account.
ABPR also handles PR for L'Oreal-owned brands SkinCeuticals and Matrix, a relationship that had existed prior to the review which, according to an industry source, concluded months ago.
Brand Building Communications, which served as the L'Oreal Paris AOR from 2006 until December 2009, participated in the recent competitive review, confirmed agency president Valerie Donati.
“At that point, our company had been migrating in a different direction,” said Donati, referring to the agency's increasing focus on the luxury sector. “We all felt like our paths were diverging.”
Bratskeir & Company, which currently handles PR for other L'Oreal USA brands, had also worked with L'Oreal Paris on corporate initiatives, but that particular work ended in late 2009, according to an agency source. The agency, which confirmed the relationship but declined to comment, has worked with L'Oreal USA on various consumer and corporate initiatives for about 10 years.