Lancaster Group, the upmarket skincare, cosmetics and fragrance company,
is talking to three agencies about a multi-million pound global
advertising campaign to star Isabella Rossellini, its spokeswoman and
vice-president of marketing.
Pitches will take place next week between Leagas Delaney in the UK,
Select in Germany and TBWA Chiat/Day in the US. The pitch is being led
by Lancaster’s worldwide marketing director, Mylena Pierremont, who is
based in Paris.
The three agencies have been asked to advise the company on the launch
of a new product range that has been developed by Rossellini and the
company’s creative team.
The product is currently without a name and marketing budgets are
Lancaster, a division of Benckiser, is a major force in Europe,
particularly in the key markets of Germany, Italy, Spain and France. It
is set to increase its presence in the UK, where it is known mainly for
suncare products, in the next year.
The rival upmarket cos-metics company, Lancome, dropped Rossellini, who
had been its ‘face’ for eight years, in February 1995.
At the age of 40, the company considered her to be too old to front its
beauty products. Rossellini quickly signed up with Lancaster, where she
became vice-president of marketing.
Rossellini is not the ‘face’ of Lancaster as she was at Lancome. She was
brought in to work with Lancaster’s creative team to advise the company
on its brand image and work on specific new product developments.
Lancome has since replaced Rossellini with the younger actress, Juliette
In the UK, Lancaster’s media is handled by BMP DDB, which won the pounds
2-3 million planning and buying business last month (Campaign, 7 June).