GOING EAST: Mike Lewis has been named divisional vice president of cosmetics and fragrances at the Rich’s/Lazarus/Goldsmith’s division of Federated. He had held the same post at Macy’s West, also a division of Federated.
Lewis succeeds Pat Joyce, who has been named divisional vice president of advertising planning. Macy’s West has not appointed a successor to Lewis.

BENETTON’S FRENCH CONNECTION: Now that it has secured the U.S. distribution for the Benetton fragrances, French Fragrances intends to give the scents a boost by expanding distribution and promotional activities.
“We will be repositioning the line in department stores,” said Gretchen Cuzydlo, senior vice president of marketing for the Miami-based French Fragrances. “[Benetton is] a name that’s highly recognizable, but the fragrances had been neglected.”
French Fragrances will increase the distribution of the brands — Colors de Benetton, Colors de Benetton Man and Tribu — to upward of 5,000 doors by the end of next year. New advertising campaigns will appear in 1996, along with new value sets and in-store promotions.
“We’re committed to spending 20 percent of net sales next year on advertising and promotion,” said Cuzydlo.
According to industry estimates, the Benetton trio should do roughly $5 million at wholesale in the U.S. this year.
Earlier this year, Jacques Bogart SA, headquartered in Paris, and Fragrance Marketing Group, a Miami company, planned to take over the Benetton cosmetics business, but the deal fell apart in June.

PAGE TURNERS: While the industry has many trade reference guides to help locate companies and products, two new publications catering to consumers have recently hit the market.
Beauty junkies who desperately need to find the more obscure companies they have heard about can consult the Pink Pages, a directory of out-of-the-way firms and brands that came out in late October.
Sara Benedetto, working out of Northfield, Ohio, compiled the listing and runs the operation. She sells the premier issue for $9.95 by mail order and plans to have issue number two — with advertising — by the spring.
For big city makeup mavens comes the New York Book of Beauty, a hardcover guide to author Deborah Blumenthal’s favorite “scissor wizards, color czars,” etc. The book includes entries on esoteric brands and boutiques like Face Stockholm, but also has a department store section.
The guide, which arrived in bookstores earlier this month, is published by City & Company and retails for $16.

BURANI BOOSTER: Italian designer Mariella Burani made an appearance at New York’s Bergdorf Goodman on Thursday to hype her first fragrance, which is being marketed in the U.S. by Gary Farn Ltd. It was introduced in Europe in 1992.
“[The fragrance] is helping me get across my philosophy about fashion,” said Burani, who noted that a second women’s scent, as yet unnamed, will make its debut in Europe next fall.
Alison Farn, vice president of marketing for Gary Farn, said the brand has been a “pleasant surprise.”
“We didn’t know what to expect, but it’s been very well received,” she said. According to sources, the fragrance should net around $750,000 from September through the end of the year at Bergdorf’s and Neiman Marcus, its two accounts.

BARKING UP THE CRABTREE: Crabtree & Evelyn, the retailer of traditionally English beauty products and foods, has been put up for sale by its owner and founder, Cyrus Harvey.
The company said it is exploring a possible sale to promote future growth. It has operations in North and South America, Europe and the Far East, with headquarters in Woodstock, Conn. Crabtree & Evelyn has appointed Goldman Sachs & Co. to help find a buyer.

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