Revlon’s $100 Mil. Account in Play

Revlon is contacting agencies to handle its $100 million-plus account and is expected to make a decision by the end of February.

The company, which has long been among the most aggressive marketers in skin care, cosmetics and hair coloring, has signaled its intent to pursue a new marketing direction. It has announced that its longtime spokeswoman, model Cindy Crawford, will be phased out of its ads over the next year.

A Revlon representative confirmed at least eight shops have been contacted, but declined to identify them. Sources said Ogilvy & Mather in New York, McKinney & Silver in Raleigh, N.C., and New York roster shop Kirshenbaum Bond & Partners are among those on the short list.

Sources on the West Coast said the account is likely to go to an agency with offices on both coasts. They also said Revlon’s presence in a wide range of categories could be problematic for large shops with established clients in those fields.

“It’s a plum account. Who wouldn’t love to have it?” asked one senior-level executive at a major West Coast shop. “But they have to find an agency that is big enough … yet does not have any clients selling makeup, skin care or hair coloring.”

Since 1989, the account has been handled by in-house agency Tarlow Advertising. The unit will be dissolved and most of its 40 staffers absorbed into marketing roles within the company. Agency principal Dick Tarlow resigned in mid-November.

It was not yet known if media—handled by KSL Media in New York—would be part of the review.

Credentials are due by the end of December, and the client will cut to four shops in January. Those four will then present ideas during January and February.