NEW YORK: Elle Macpherson Intimates ? a brand already established in Australia, New Zealand, and the UK ? has selected Bismark Phillips to launch the lingerie line in the US.
The agency will handle the hard launch of the collection in the fall. Although the details of the launch are still under wraps, the campaign will include media relations, events, and press appearances with the model/actress.
Partner Carrie Phillips said the agency usually declines celebrity products, but noted that the account didn?t have the typical celebrity feel.
?[Celebrity projects] can be so flash in the pan,? she said. ?What really attracted us to this is that Elle is intimately involved in the product.?
Outreach will be used to establish a market presence in the US, and messaging will focus on the 15-year history of the brand abroad, where it has a 35-40% annual market growth, according to Phillips.
?It?s a quality product,? she said. ?Even if it didn?t have the Elle Macpherson name attached to it, it would still sell like hot cakes.?
The collection will be sold at more than 40 specialty boutiques and department stores such as Nordstrom?s, Bloomingdale?s, and Saks Fifth Avenue.
Phillips noted that the agency would target women over the age of 25 because of its high-end price point. But she added, ?It translates well across generations.?
A budget was not disclosed. The agency won the account based on a recommendation.