Cosmetics industry sources said last week that Estee Lauder is hunting for a new supermodel--and perhaps a new look--to replace the famed Paulina, with her cool, classic European lines, in its advertising. The current work, created by longtime agency AC&R/N.Y., is regarded as some of the most stylish in the cosmetics business.
A spokesperson for Estee Lauder confirmed last Friday that the firm was ending its relationship with Paulina, who has appeared in its ads since 1988. "Paulina will continue to appear in our advertising for the next several months. At the present time, we have made no decisions as to who the next Estee Lauder model or models might be," said the company in a statement last week.
A new model spells major changes on the roughly $70-million account. AC&R/N.Y. will likely be called upon to launch a major new campaign to introduce Paulina's successor as well as remake all the advertising and promotional materials in which she appears.
Meanwhile, AC&R has outlasted several contenders and retained Estee Lauder's $6-million Aramis account, after a review that included Kirshenbaum & Bond/N.Y. and AC&R parent Saatchi & Saatchi/N.Y.
Copyright Adweek L.P. (1993)