Publicis helps L'Oréal unlock cross-publisher measurement and reach 3.9M unique users

Goals

L’Oréal’s Mugler brand launched a full-funnel campaign for their iconic Angel fragrance, focusing on their core audience—particularly women interested in beauty and fragrance in France—and guiding them from discovery through to purchase across both direct-to-consumer channels and the Amazon store. The core measurement gap was clear: no existing analytics could deduplicate audiences or control frequency across multiple premium video inventories in France, including Prime Video and French broadcasters TF1 and M6.

This challenge sat within a broader organizational shift. L'Oréal had historically operated as a product-centric business, but the acceleration of streaming, fragmented consumer journeys, and the growing volume of behavioral signals demanded a consumer-centric model. That meant breaking down silos between e-commerce, media, and activation teams, and democratizing access to insights so they were actionable across all four L'Oréal divisions.

Traditional measurement approaches treated each video publisher as a separate silo, leaving L'Oréal unable to answer fundamental questions: How many unique consumers did they actually reach? How many were exposed across multiple inventories? What was the true cost-per-lift of each channel? Without that clarity, expanded investment in premium video could not be justified. L'Oréal partnered with Publicis Media France, an Amazon Ads Advanced Partner, to develop a unified buying and measurement strategy that would answer these questions and inform 2026 investment planning.

Approach

Publicis Media France positioned Amazon DSP as the single demand-side platform for the entire Mugler Angel campaign, unifying streaming TV (STV), broadcast video on demand (BVOD), and display buying to ensure consistency across funnel phases and cross-format frequency management from one buying point. This structural decision enabled a single, deduplicated view of audience reach across Amazon owned-and-operated inventory and third-party broadcaster supply.

To extend Amazon's audience intelligence beyond owned-and-operated environments, the campaign activated Amazon Publisher Cloud for the first time in EU5. Amazon Publisher Cloud enabled Amazon audience segments to be applied to BVOD inventory from French broadcasters TF1 and M6, increasing addressable reach across audiences without sacrificing signal quality. This reflected a layered audience strategy: beyond basic in-market and lifestyle segments, Publicis enriched the campaign with behavioral signals, category-specific insights, and competitive intelligence through Amazon Marketing Cloud to refine who was reached and when.

To close the measurement loop, a third-party Brand Lift Study was deployed to independently compare upper-funnel impact channel by channel. This gave L'Oréal the rigorous, unbiased proof of incremental value they required, connecting measurement insights directly back to investment decisions for 2026 planning.

“Amazon solutions enable the execution of well-controlled campaigns across the entire funnel. In an increasingly fragmented video landscape, particularly in upper-funnel activations, they make it possible to rebuild a continuous path through to conversion. From an agency perspective, this translates into better orchestration through Amazon DSP, the ability to activate and extend powerful retail signals via Amazon Publisher Cloud, and enhanced capabilities to analyze and measure performance through Amazon Marketing Cloud and third-party studies. Ultimately, this approach allows us to move from fragmented activations to a fully integrated strategy, delivering measurable and scalable business impact.“ Source: Pauline Bogaert, PMO Digital Innovation, Publicis Media

Results

Amazon DSP's role as the single buying solution delivered unprecedented visibility into true campaign reach and frequency across inventories. The campaign reached 3.9 million unique users, with 79% exposed to only one inventory, confirming minimal audience overlap and validating the deduplication strategy.¹ Average frequency was controlled at two impressions per user across STV, BVOD, and display—a level of control previously unachievable when buying across multiple publishers independently.

Amazon Publisher Cloud activation with TF1 and M6 increased reach on Amazon audiences by 5% to 25% depending on the deal structure, proving Amazon Publisher Cloud's ability to extend first-party audience intelligence to third-party premium video supply at scale in France.²

The third-party Brand Lift Study delivered the independent proof L'Oréal required. Prime Video ads achieved a cost-per-lift of EUR 0.40, the second-most efficient channel measured, behind Disney at EUR 0.36.³ This finding directly answered the central business question: whether Amazon owned-and-operated inventory could perform alongside premium broadcasters on upper-funnel brand impact.

Beyond the immediate campaign results, this activation established a repeatable methodology for cross-publisher measurement and frequency management in premium video. The success has directly informed L'Oréal's 2026 BVOD investment strategy, with plans to increase their share from 16% to 30%. L'Oréal has also built an automated Amazon Marketing Cloud dashboard accessible across all four divisions, with France serving as the lead for testing and scaling new capabilities before rolling them to other countries. This campaign demonstrated that unified buying through Amazon DSP, combined with Amazon Publisher Cloud and independent measurement, can give enterprise advertisers the confidence to scale premium video investment.

Sources

^1-3 L'Oréal, France, 2025.