Cosmetic company L’Oreal UK has selected Charles Barker to handle
all public relations activities for the relaunch of its Maybelline New
York cosmetic brand in March.
The brand was withdrawn from the UK in 1989 when its distributor at the
time, Rimmel, was bought by Unilever. Its competitors include Revlon and
Maybelline New York, the number three cosmetic brand in the US, was
bought by the L’Oreal Group in February 1996 with the objective of
making it a billion dollar mass-market cosmetic brand by the year 2000.
The brand is managed by Laboratoires Garnier in the UK.
The mass-market positioning of the brand means that Charles Barker will
be targeting all the female consumer titles and the national press. The
agency was appointed to handle the six-month contract following a three
way competitive pitch.
The UK launch is also backed by a television and press advertising
campaign through McCann-Erickson, featuring supermodel Christy
Kate Clark, public relations manager for Laboratoires Garnier, said that
the company wants to retain the excitement of Maybelline’s New York
The Maybelline product range, which contains over 175 different colour
shades of nail, lip and eye products, is expected to be available in
high street chemists and supermarkets in April.