LANCOME SUPPORTING U.S. BIENFAIT TOTAL LAUNCH WITH $12 MIL. AD BUDGET
This article was originally published in The Rose Sheet
Executive Summary
LANCOME SUPPORTING U.S. BIENFAIT TOTAL LAUNCH WITH $12 MIL. AD BUDGET from April to December, the company's largest advertising budget for a single product introduction in the U.S. The daytime skincare product will be promoted in national print ads in fashion and beauty magazines, as well as via radio and newspaper ads in direct mail in 60 markets. Most markets with "major" launch stores also will have television ads.