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Estee Lauder Inc. is putting an estimated $18 million behind the relaunch of Tuscany per Donna. In a TV spot, women wearing scarves on their heads and looks of guilt line up as a priest approaches a church to hear confession. He sniffs the air, asks "Tuscany per Donna?" and rolls his eyes heavenward to the answer "Si, padre." Magazine ads, fragrance strips and sampling support. The campaign was developed by Lowe Group's Lowe Howard-Spink, London, which seems to give the agency a leg up in the $75 million Estee Lauder review. Incumbent Bates Manhattan (formerly AC&R) is among others pitching.
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