L’Oréal USA has launched a review of its $2.3bn media planning and buying account.

The account includes search, social and programmatic, with a decision expected to be made by the end of the year, according to Ad Age.

The review follows the appointment of former Colgate Palmolive vice president of global integrated media communications Nadine McHugh to the role of senior vice-president omnimedia, strategic and creative solutions at L’Oréal six months ago.

Towards the end of 2013, the French beauty company handed its digital media account to DigitasLBi. IPG’s UM currently handles TV and print buying for the business in the US; in 2013, Maxus picked up the brand’s £135m ($200m) media account.

The review follows the news that L’Oréal is looking to explore its programmatic media options globally, with the recent appointment of its chief digital officer Lubomira Rochet.

“We all know that programmatic is going to be a big shift in the way we buy media,” Rochet told Ad Age.

“In terms of the underlying technologies, it’s like a matrix. We’ll go through a lot of test and learn in the coming months, so we can prove models to see what’s best for L’Oréal in terms of technology, governance, set-up and everything.”

L’Oreal is the world’s third biggest advertising, after Procter & Gamble and Unilever.