Coty’s Stetson Account Goes Into Play

NEW YORK Coty Cosmetics has hired Roth Associates to manage a review of its nearly $10 million Stetson advertising account, the client said. The business has been with Della Femina Rothschild Jeary and Partners in New York for more than 10 years.

The New York-based client has contacted prospective agencies and expects to issue a request for proposal in two weeks, sources said. Della Femina Rothschild Jeary and Partners will defend the account, said shop president Michael Jeary.

Along with the fragrance line’s Stetson cologne, duties include advertising for Lady Stetson, Stetson Sierra, Stetson Country and Stetson Untamed, a new scent aimed at 18-35-year-old men. Efforts behind Untamed pivot on Stetson’s rodeo image and will launch next week for the holiday season, Jeary said.

“The Western cowboy look and lifestyle has increasingly become part of mainstream pop culture and Stetson owns that image in the men’s fragrance world,” Anastasia C. Ayala, svp, global marketing, Coty Beauty US said in a statement. The statement added that Coty intends to increase spending on the brand to above $10 million next year.

Media duties, handled by Omnicom’s OMD in New York, are unaffected by the review, sources said.

Ad spending on the brand has declined in recent years, from nearly $30 million in 2000 to about $15 million in 2001 and roughly $8 million in 2002, according to Nielsen Monitor-Plus. In the first nine months of 2003, spending totaled less than $1 million.

Roth Associates in New York did not return calls. The client could not be immediately reached for comment.