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SuperBrands 97 Category Ranking: COSMETICS/FRAGRANCES

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Women's Fragrances
In a down year for the category, Coty remained the leader with three of the top five brands. Newcomer White Diamonds, from Unilever unit Elizabeth Arden, grabbed the No. 5. spot.
Rank....Brand.............. Co. Name, Location
.Lead Agency, Location
...Sales (millions):
...Media Expenditures (millions):
1....Vanilla Fields......... Coty, New York
..Seiden, New York
...Sales: $34.8
...Media Expenditures: $10.3
2....Jovan..................... Coty, New York
..Margeotes, Fertitta & Weiss, New York
...Sales: $34.4
...Media Expenditures: $9.1
3....Vanderbilt..............L'Oreal, New York
..McCann-Erickson, New York
...Sales: $24.0
...Media Expenditures: $0.6
4....Lady Stetson......... Coty, New York
..Jerry & Ketchum, New York
...Sales: $18.9
...Media Expenditures: $4.7
5....White Diamonds.....Elizabeth Arden, New York
..In-house, New York
...Sales: $18.2
...Media Expenditures: $7.1
Men's Fragrances
Procter & Gamble's Old Spice took over the No. 1 slot, although Coty's trio of fragrances maintained overall dominance. Brut fell two spots to No. 5 after a dismal year.
1....Old.Spice..............Procter & Gamble, Cincinnati
..Tatham Euro.RSCG, Chicago
...Sales: $50.4
...Media Expenditures: $14.7
2....Stetson................. Coty, New York
..In-house
...Sales: $48.8
...Media Expenditures: $12.5
3....Jovan................... Coty, New York
..Margeotes, Fertitta & Weiss, New York
...Sales: $27.8
...Media Expenditures: $ 3.7
4....Preferred Stock.... Coty, New York
..Jerry & Ketchum, New York
...Sales: $25.8
...Media Expenditures: $ 6.3
5....Brut......................Chesebrough-Pond's, Greenwich, CT
..Ammirati & Puris/Lintas, New York
...Sales: $25.6
...Media Expenditures: $ 3.4
Color Cosmetics
P&G's Cover Girl is still the No. 1 brand, but just barely. No. 2 Revlon continues to close the gap. Maybelline has a new owner, L'Or‚al, and a potentially bigger marketing warchest.
1... Cover Girl.....Procter & Gamble, Cincinnati
..Grey Advertising, New York
...Sales: $518.2
...Media Expenditures: $61.9
2....Revlon..........Revlon, New York
..Tarlow Advertising, New York
...Sales: $504.6
...Media Expenditures: $45.7
3....Maybelline... Cosmair, New York
..Gotham, New York
...Sales: $385.8
...Media Expenditures: $48.8
4....L'Oreal........ Cosmair, New York
..McCann-Erickson, New York
...Sales: $278.0
...Media Expenditures: $65.5
5....Max Factor...Procter & Gamble, Cincinnati
..Lotas.Minard.Patton.McIver, New York
...Sales: $153.6
...Media Expenditures: $21.1
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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