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L'Oreal Plenitude Futur-e with pure vitamin E to debut in September.

This article was originally published in The Rose Sheet

Executive Summary

L'OREAL PLENITUDE FUTUR-E VITAMIN E MOISTURIZER $20 MIL. AD/PROMO CAMPAIGN is slated to break in the fall to support the September launch of the newest L'Oreal Plenitude product. The budget allotted to the "major mass market product introduction" covers Futur-e's first year on the market. Introductory TV spots will air in October followed by print ads beginning in November fashion and beauty books, according to L'Oreal. The company's "aggressive support effort" will also include "innovative and educational" in-store launch displays featuring product testers, "comprehensive" national sampling and FSIs. Futur-e will be joined in March with an SPF 15 formula.
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