MEXICO CITY, November 5, 2026 – L'Oréal and Circana, a leading global advisor on consumer behavior and market intelligence, presented at Advertising Week LATAM 2026 how marketing modelling mix can be effectively connected to investment decision-making. During the fireside chat, "Better Decisions, Together: Connecting Measurement to Action," Romain Chassinat, Chief Digital & Marketing Officer, L’Oréal Mexico, and Yeimy Garcia-Smith, Senior Media Executive, Global Media Enablement & Measurement at Circana, discussed how a strong measurement partnership helps transform business questions into business decisions.
Marketing across Latin America continues to grow in complexity, and brands have access to more data than ever before. The challenge is turning that evidence into timely investment decisions and ensuring insights reach the people responsible for making them.
L'Oréal operates under a global measurement framework built on shared definitions across brands, categories, and markets. This allows marketing, finance, and commercial teams to evaluate performance using a common language. Circana contributes industry data, customized analytics, and ongoing advisory support, which L'Oréal integrates with other business information to assess investment alternatives and improve decision-making.
"We need to understand how our investments contribute to business outcomes and use that understanding to inform planning. A common framework helps marketing, finance, and commercial teams have more productive conversations," said Romain Chassinat.
What the Studies in Mexico Show
L'Oréal and Circana recently completed studies across hair care, skincare, and makeup categories, each designed to answer specific business questions. Key findings shared during the session included:
Advertising investments behind one product line also generated incremental sales for other product lines within the same brand, with varying impact across categories.
In one skincare study, growth in the online channel offset declines in brick-and-mortar retail.
In both hair care and skincare, stronger performance was associated with greater media cost efficiency and more effective execution decisions, including media formats, campaign continuity, and weekly activity levels.
Circana highlighted that its contribution to the partnership combines industry data, technology, advanced analytics, and teams with experience supporting global organizations. This combination enables clients to work under common standards while tailoring analyses to the specific needs of each market and the business questions that matter most. Success depends on how data sources are consolidated and connected, how definitions and analytical approaches are aligned, how teams interpret results, and how those insights are incorporated into planning processes.
"Analysis creates value when it reaches the right people, at the right time, and in a format that enables confident action. Our work with L'Oréal demonstrates what is possible when measurement becomes part of the business planning process, and any organization can begin with a single priority decision," said Yeimy Garcia-Smith.
The discussion also explored how measurement studies help identify specific levers to improve performance, including media costs, format selection, campaign continuity, and sustained levels of market activity. Marketing performance was analyzed alongside other business drivers such as distribution, pricing, and promotions. Depending on the category, additional factors such as consumer recommendations and shopping experiences were also evaluated. In several studies, media contribution continued to grow even as other business pressures affected overall sales results. Understanding these dynamics helps teams distinguish between factors they can influence directly and those that require cross-functional collaboration.
As a result, the partnership also focuses on shared definitions, data quality, and consistent interpretation of results. As information quality improves, teams build a stronger foundation for performance assessment, making it easier for stakeholders across functions and markets to discuss outcomes using a common language.
Three Recommendations for the Industry
The session concluded with three recommendations for advertisers, agencies, and media organizations:
Start with the business decision that needs to be made. A clear investment question provides all stakeholders with a shared objective.
Connect people, data, and ways of working. Shared definitions and clear ownership are essential for acting on evidence effectively.
Build a fit-for-purpose measurement approach. Start with a focused priority and expand capabilities as organizational needs evolve.
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data™ technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.
For more information, visit www.circana.com and www.circana.com/marketing-mix-modeling.
About L’Oréal Groupe Mexico
L'Oréal has been present in Mexico for 64 years and currently employs more than 3,300 people in the country. A leader in the beauty market, with a portfolio of 23 brands organized into four divisions: Professional Products, Dermatological Beauty, Consumer Products, and L'Oréal Luxe. Globally, in terms of sales volume, Mexico ranks among the top fifteen markets in the world—standing as one of the two most important markets in Latin America and one of the three most significant across the entire continent.
In Mexico, L'Oréal operates two manufacturing plants: one in Xochimilco, Mexico City, and another in the state of San Luis Potosí. Additionally, the company has a distribution center in the State of Mexico, while its corporate headquarters are in Mexico City. Products for more than 15 of the company's brands are manufactured in the country and exported to various nations around the world.
Media Contact for Circana
Laura Camacho
+52 55 1397 7534
Media Contact for L’Oréal Groupe México
Aremi de la Cruz
