Benckiser invites agencies to battle for Rimmel

Benckiser has kicked off an advertising pitch for its youth cosmetics range, Rimmel, as it attempts to re-establish the brand as a significant player in the UK market.

Benckiser has kicked off an advertising pitch for its youth

cosmetics range, Rimmel, as it attempts to re-establish the brand as a

significant player in the UK market.



The pitch-list comprises Ammirati Puris Lintas, Bartle Bogle Hegarty, J.

Walter Thompson and Roose and Partners as part of the international

Testa group. BMP DDB, Benckiser’s centralised media buyer, is unaffected

by the review. Advertising spend is expected to rise by pounds 2 million

to top pounds 6 million in 1997.



The pitch, which takes place next Monday, is being led by Margaret

Donnelly, Coty UK’s marketing director for mass cosmetics.



Benckiser’s advertising rethink follows a reorganisation of its brands -

the company recently split its detergent products, such as Vanish and

Finish, from its cosmetics brands Coty, Lancaster and Rimmel. These have

all now been put together within one division.



The last agency to advertise Rimmel in the UK was Abbott Mead Vickers

BBDO. Andrew Robertson, AMV’s managing director, said AMV parted company

with Rimmel last year following the brand’s acquisition by Benckiser

from Unilever. Since then, advertising generated by Rimmel’s Italian

agency have been running in the UK. AMV is not on the pitch-list.



Benckiser bought Unilever’s European mass-market cosmetic interests in

March 1996. The deal included the acquisition of the Rimmel-Chicogo

business, which gave the soap giant international rights to the Rimmel,

Pierre Robert, Sensiq and Chicogo brands plus production facilities in

Ashford in the UK and Erkath near Dusseldorf in Germany.



Donnelly was unavailable for comment as Campaign went to press.



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