REVLON SCREENING: Kate Hudson isn’t the only beauty to make a mark in the upcoming "How To Lose A Guy in 10 Days," opening nationwide Feb. 7. Revlon products prominently appear throughout the romantic comedy, also featuring Matthew McConaughey...
REVLON SCREENING: Kate Hudson isn’t the only beauty to make a mark in the upcoming "How To Lose A Guy in 10 Days," opening nationwide Feb. 7. Revlon products prominently appear throughout the romantic comedy, also featuring Matthew McConaughey and premiering in Los Angeles on Monday. And a film still of the lead couple is featured throughout Revlon’s full-fledged marketing push, which includes its core line, as well as the Valentine’s Day campaign for the Instant Attraction Color Collection. The effort features eight-page advertorials created by Deutsch Advertising running in eight Condé Nast books, including Teen Vogue, Allure, Jane and Lucky. The premiere of TBS’s "Movie & A Makeover," airing Feb. 8, features makeovers using Revlon products, and 30-second clips will run on MTV and E! Revlon-sponsored "how-to" tips will also run on the beauty brand’s Web site, as well as Vogue and W’s site, style.com. Revlon’s promotional agent, Kobin Enterprises, assisted in the partnership with Paramount Pictures.
NEW CEO: Lalique has appointed a new president and chief executive officer for its North American operation. Daniel Barth, who was president of Lacoste’s U.S. business from 1998 to 2002, has taken the helm of Lalique North America, the company announced this week. Barth will oversee and develop Lalique’s perfume, jewelry, watch and leather goods businesses in North America, as well as the house’s seven boutiques in the U.S. — its biggest market, said Gerard Tavenas, chairman of Lalique worldwide.
DEAL SEALED: The French pharmacy and parapharmacy color cosmetics brand T. LeClerc — best known for its tinted loose powders packaged in metal tins — has been snapped up by Belgian pharmaceuticals concern Omega Pharma. Terms of the deal were not disclosed. "We wanted a prestige brand with a luxury positioning," explained Herve Davin, managing director of marketing and sales at Omega Pharma’s French subsidiary. Omega Pharma already owns makeup brand Innoxa, which has lower price positioning. Omega Pharma plans to increase T. LeClerc’s international presence, said Davin. It is currently available in 10 countries. France rings up half of the brand’s annual sales of $7.5 million. Dollar figures were converted from the euro at current exchange rates.
THAT’S ENTERTAINMENT: The beauty floor of Saks Fifth Avenue’s Manhattan flagship resembled a Broadway stage last Thursday as main cast members of the current Broadway production of "La Bohème" appeared on behalf of Lancôme. The event marked the launch of a limited-edition color cosmetics collection from the L’Oréal-owned brand — called, naturally enough, La Bohème — which is designed to produce looks inspired by the opera. Eight Saks locations in New York, New Jersey and Connecticut will carry the La Bohème collection until mid-February. Windows in the Manhattan flagship will display Lancôme products in scenes recreated from the show through Sunday. Days after the Saks event Lancôme took part in Home Box Office’s Golden Globes VIP lounge. The cosmetics company tailored color collections from its existing shades for celebrities based on their individual preferences, then sent the custom collections to each celebrity’s home.