THE SKINNY ON LANCOME: Lancome kicked off its worldwide media blitz for its new skin care line, Bienfait Total, in France Thursday with a 30-second TV spot. A similar TV spot will begin airing in the U.S. on Sunday. It’s the first time in seven years Lancome has advertised a skin care line on TV.

The commercial, featuring Isabella Rossellini, was produced by French ad agency giant Publicis Conseil. In France, the spot will run through May 10 on four major stations and then will expand to Italy, Spain and the U.K. The TV campaign will be supported by an extensive print campaign. Sources said the skin care line’s ad and promotional budget for 1994 will come close to $12 million.

TIME FOR BEAUTY: Time Inc. has named its first beauty editor in its 72-year history. Mary Lisa Gavenas was appointed beauty editor of In Style, Time’s new celebrity monthly. Most recently, she was beauty features editor at Glamour.

BRITTON JOINS MARIE CLAIRE: A.G. Britton has been named beauty director of the U.S. edition of Marie Claire, which Hearst Magazines will launch this fall. Britton had been running her own ad agency and before that was beauty editor at Self.

T&C TAPS BROOKS: Sydney Brooks has joined Town & Country as creative services director, a new post. She had been vice president, corporate marketing at Escada U.S.A. for two years. Prior to that, she spent 10 years at Perry Ellis International.

CABLE CURE? Despite its Chapter XI status, Merry-Go-Round is running an ad blitz on MTV, VH-1 and E! The spot describes MGRE’s fashions as “Clothes as fun to take off as they are to put on.”

“Merry-Go-Round Enterprises is not going to put its head in the sand through the Chapter 11 proceedings,” said Lenny Weinglass, chairman and chief executive officer.

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