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Marketing in Brief: Cosmar

This article was originally published in The Rose Sheet

Executive Summary

Cosmar: Renaissance subsidiary launching a $5 mil. ad campaign for its Pro10 Color Nail Lacquer for 1995. TV spots will follow print ads, which broke in April issues of Vogue, Harper's Bazaar, Glamour and Allure, and emphasize the brand's "professional quality formula for home use," according to the company. Featuring a picture of a woman's hand with painted nails, the ads are tagged "Pro10 Nail Lacquer. The Salon formula for beautiful nails." Renaissance also is supporting its Classic Gardenia scent, which bowed in March, with a print ad budget in excess of $2 mil. in 1995. In addition, the firm is launching a national ad campaign for Alyssa Ashley Musk with about $2 mil. in support. The campaign marks the first time the brand has been advertised nationally in 10 years...
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