Renaissance Taps Shevack




NEW YORK – Partners & Shevack’s retail marketing and account planning skills were the prevailing factors in Renaissance Cosmetics’ review for a number of its brands, the client said.
Shevack here bested about a half dozen undisclosed shops for creative chores on the estimated $10 million business. “We wanted to develop a partnership with an agency that understood our classic approach to marketing brands and building brand equity,” said Nicholas Longano, group vice president of marketing at the New York client. SFM Media, New York, which handles all media duties, helped run the review, Longano added.
Shevack now has responsibility for the Cosmar division, which includes the teen lines Fetish and Love’s, the Nat Robbins cosmetics line and both the Cosmar and Pro-10 nailcare product line, all aimed at women. The agency will also handle men’s lines English Leather, Canoe and Insignia (a British fragrance Renaissance hopes to launch here within two years).
Cosmar had been at Lambesis, Del Mar, Calif., which split after “constant disagreement [over] brand vision” with the client, said Chad Farmer, the shop’s creative director [Adweek, April 20].
The men’s fragrances had been handled by McCabe & Co. here, which had differences with Renaissance over strategy, according to both client and agency.
Longano said the company also considered Lotas Minard Patton McIver here, but decided the agency should focus on Renaissance’s Navy account. Tabu and Chantilly, currently inactive, will be awarded to a roster shop at a later date. – with Teresa Buyikian