McCann cashes in with L'Oreal, Chesebrough brands By Michael McCarth

NEW YORK--McCann-Erickson Worldwide is cashing in on new product assignments from its two biggest beauty clients and is said to be reclaiming a

McCann will take the lead on the rollout of L’Oreal’s new Studio Care Lite Step, a hair conditioning brand from the L’Oreal Hair Care division which will receive roughly $14 million in ad support in its first year and $22 million over the first 18 months. TV and print ads will break in September.
Meanwhile, Chesebrough-Pond’s executives said last week that McCann’s pending campaign this fall for its new Dermasil therapeutic hand and body lotion, currently budgeted at over $10 million, could just be the tip of the iceberg. Long term, McCann will support other Dermasil line extensions in the skin care market as Chesebrough seeks to expand its presence in the growing medicinal therapeutic segment of the hand and body lotion market. “We will introduce other new products under the Dermasil name,” said Alan Jope, Dermasil marketing manager.
Jope added that the new brand from Vaseline Pharmaceutical Research–which he described as the company’s biggest rollout since Vaseline Intensive Care Lotion–will be supported by “pharmaceutical style” creative from McCann.
On the international front, sources said McCann has regained an estimated $12 million international ad assignment for Esso gasoline from J. Walter Thompson.
Copyright Adweek L.P. (1993)