$125 Mil. Revlon Goes to Kaplan, Carat

NEW YORK Revlon has confirmed that it selected Publicis Groupe’s The Kaplan Thaler Group to handle creative advertising for its Revlon brand and cosmetics line.

The New York client also tapped Aegis Group’s Carat for media duties. Both agencies are in New York and bested crosstown shops in a review that concluded last week [Adweek Online, March 10].

Revlon incumbent Interpublic Group’s Deutsch in New York had handled creative and media, and WPP Group’s Berlin Cameron/Red Cell had pitched the creative portion of the Revlon account with its sibling Mindshare.

In a statement, Revlon CMO Stephanie Klein Peponis said, “We are pleased to announce The Kaplan Thaler Group and Carat as our creative and media partners. Each of these agencies have distinguished reputations in the industry, and we will work with each of them to develop and maximize the full strength of our brands.”

Deutsch is also the incumbent on Revlon’s Almay line, which sources said it is defending against Kaplan Thaler and independent StrawberryFrog, also New York.

Besides the cosmetics, Kaplan Thaler will also be launching the company’s new fragrance, Flair, in time for the Christmas holidays, sources said.

The client is also reviewing its Almay line of products and sources said executives are talking to incumbent Deutsch, Kaplan Thaler and independent StrawberryFrog in New York about that business. The client declined to discuss Almay.