Charles Barker gives Maybelline a cosmetic makeover in the UK

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.

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The brand was withdrawn from the UK in 1989 when its distributor at the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

Cover Girl.



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

Turlington.



Kate Clark, public relations manager for Laboratoires Garnier, said that

the company wants to retain the excitement of Maybelline’s New York

heritage.



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.



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