Revlon dumps agency weeks after
new campaign breaks

by Staff,, Brand Republic 24-Jan-02, 08:55

NEW YORK - Cosmetics giant Revlon has fired its advertising agency, Kirshenbaum Bond & Partners, just weeks after its latest advertising campaign broke.

The agency was appointed only 11 months ago, during which time it saw its whole marketing strategy dumped in favour of a return to Revlon's 1980s heyday with the "The world's most unforgettable women wear Revlon" strapline.

At the time, Revlon said that it was changing strategy because of the September 11 terrorist attacks. However, insiders have said that Revlon's high-profile chairman, Ronald Perelman, was been unhappy with Kirshenbaum's work.

Revlon has posted net losses for 12 consecutive quarters and has seen its share price dip as low as $4.20 from a year high of $9. It has seen sales fall in 2001, although it spent 30% more on its new "It's fabulous being a woman" advertising than it did in 2000.

The losses came despite the fact that cosmetics are largely considered to be a recession-proof business, with women continuing to spend on "affordable luxuries", such as lipstick, during tough economic times.

A new agency has not been named to the account. However, with the Interpublic Group of Companies-owned Deutsch handling media buying for Revlon, the agency could possibly scoop the creative account too. This week, Deutsch lost its creative work for Domino's Pizza.

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