DDB CHOSEN TO DEVELOP $25M SEPHORA CAMPAIGN

NEW YORK — Sephora, the innovative French perfumery chain that plans to soon break into e-tailing, said Tuesday that DDB New York has been picked as the agency to develop the $25 million advertising campaign that Sephora will mount to promote its new web site.
The ad campaign will break in mid-October, as the new web site goes online and Sephora opens its long-anticipated 21,000-square-foot flagship at Rockefeller Center.
Sephora, which has 104 perfumeries in France and the rest of Europe, arrived in the U.S. a little over a year ago, when the chain opened its first store in Manhattan’s SoHo section. Since then the chain has been crisscrossing the U.S. with a rapid-fire schedule of openings. There are now 33 Sephoras in operation in the U.S. and that total is expected to hit 50 by the end of the year.
The web site is expected to feature the same inclusive and eclectic-type merchandise assortment that is found in the stores.
The sales target has been estimated at $20 million retail for the first year.