Lambesis Wins Two Fragrances

By Teresa Buyikian

LOS ANGELES–Lambesis has landed two new pieces of business, with combined billings totalling $7-8 million. As a result, the agency has opened a New York office to service these clients and pursue new business.

Stamford, Conn.-based Dana Fragrance has selected Lambesis without a review to handle advertising for two fragrance brands: Love’s Baby Soft and a young women’s fragrance slated to be launched in September.

Previous advertising for Love’s was handled by DKB & Partners in Morristown, New Jersey. Love’s had been made by MEM Corp., which recently merged with Dana Fragrance.

Last February Del Mar, Calif.-based Lambesis won the account of Los Angeles cosmetics manufacturer Cosmar (Adweek, Feb. 17). Renaissance Cosmetics owns both Dana Fragrance and Cosmar.

‘We looked at a number of agencies and selected Lambesis due to their teen expertise,’ said Meridith Gray, group marketing manager for several Dana Fragrance brands, including the undisclosed brand.

‘They have a great rapport with people in the company. We also chose Lambesis to ensure that these two products will have very distinct niches, in order to create a different approach,’ Gray said.

The agency played a role in the development of the new fragrance, assisting the manufacturer in bottle design and packaging, according to Lambesis principal and creative director Chad Farmer.

Early advertising for the two brands will consist of national print ads in teen and fashion magazines, according to Sharon Lee, Lambesis account director and head of the New York office.

The campaign is later scheduled to roll out internationally to teen markets in Europe and Asia. The client is planning television spots for 1998. Lambesis’ Del Mar office will continue to handle all creative executions.

The New York office is also considering going after other new East Coast clients, according to Farmer.

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