Fragrance brands turn to SWK to halt a decline in sales

Summerfield Wilmot Keene has been picked to put new advertising impetus behind a range of mass-market fragrance brands cut loose by Procter and Gamble at the end of last year.

Summerfield Wilmot Keene has been picked to put new advertising

impetus behind a range of mass-market fragrance brands cut loose by

Procter and Gamble at the end of last year.



The lion’s share of a reported pounds 3 million budget will be used to

support Insignia, the remainder being used to promote Mandate, Rapport

and Le Jardin.



The brands are being used to spearhead entry into the UK by the US-based

company, Renaissance Cosmetics. Summerfield Wilmot will handle media

planning but the buying task is unresolved.



Renaissance was formed in June 1994 by Thomas Bonoma, a Harvard Business

School professor, and has grown by acquiring underperforming beauty and

fragrance brands.



The assignment, made without a creative pitch, reunites Paul Wilmot, the

agency’s creative director, with fragrance business he once worked on at

Euro RSCG when P&G was a client.



Summerfield Wilmot’s task will be to halt the declining market share of

the brands, particularly Insignia, whose sales fell by more than 17 per

cent in the year to May 1996.



The agency’s first work is likely to take the form of a TV campaign in

the run-up to Christmas.



’The rules for mass-market fragrance advertising are just waiting to be

broken,’ Wilmot said. ’I don’t see why the ads are so ’lager-ish’ and

why the products aren’t promoted in the same way as fine fragrances.’