L'Oreal, New York, will relaunch its Casting Tone-On-Tone Colorant this spring and add new shades targeted at men to its new Feria hair color line. A TV campaign from McCann-Erickson Worldwide will introduce the renamed Casting ColorSpa, a reformulated version of the semipermanent hair color. L'Oreal also will add 10 new shades to Feria, including four targeted at men. The shades will feature men's images in the packaging, but will be distributed in the same displays as the women's shades. The men's shades will be supported with print ads in men's magazines, also from McCann. A company spokeswoman wouldn't disclose spending, but L'Oreal spent $15 million on advertising for Feria from its introduction last summer through November 1998, and Casting received $8 million worth of support in 1997 and January through November 1998, according to Competitive Media Reporting
Copyright February 1999, Crain Communications Inc.