Leagas Delaney is understood to have landed the multi-million pound
global launch of a new cosmetics brand developed for the Lancaster Group
by the actress, Isabella Rossellini.
The upmarket skincare, cosmetics and fragrance giant talked to Leagas
Delaney and two other agencies - TBWA Chiat/Day and Select in Germany -
about the project earlier in the summer. The new brand is expected to be
backed by a pounds 15 million advertising budget worldwide.
The pitch was judged by Lancaster’s worldwide marketing director, Mylena
Pierremont, who is based in Paris. Sources in New York suggest Leagas
Delaney won the account shortly after the pitch but the results were
delayed following the death of Lancaster’s president, Didier Foulon, in
the TWA crash in July. The tragedy brought the company to a standstill.
The win is a coup for Leagas Delaney, which has been seeking to increase
its international business following the launch of its San Francisco
agency in August and the announcement of plans to set up shop in Hong
Kong next year.
The name of the Lancaster brand has not been disclosed and it is unclear
whether Rossellini will be the ‘face’ of the product or whether she will
appear in Leagas Delaney’s advertising.
Rossellini was hired by Lancaster in February last year as its vice-
president for marketing to advise the company on its brand image and to
work on specific new product developments. She joined Lancaster just
days after being dropped by its arch-rival, Lanc™me, which considered
her too old, at the age of 40, to front its beauty products.
At the time of Rossellini’s appointment, Lancaster Group Worldwide’s
chief executive, Peter Harf, said: ‘She is one of the world’s truly
international women, she will be a key member of our creative team.’
No-one at Lancaster was available for comment on the appointment. Bruce
Haines, Leagas Delaney’s chief executive, was uncontactable as Campaign
went to press.