NEW STYLE FOR MAYBELLINE ADS;SEASONAL SHADE PROMOTIONS, MORE ATTENTION TO FASHION UNDER L'OREAL

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New parent L'Oreal will make Maybelline advertising a little less mass with a little more class.

The brand will return to advertising seasonal shade promotions this fall with a new campaign touting Rogue Vogue, its fall color scheme. The promotion and more attention to fashion in advertising were on Maybelline's agenda before the acquisition, but there's no doubt both components will be emphasized given the L'Oreal influence.

ADVERTISING THAT EVOLVES

"To me, advertising should always evolve. We have no intention of wiping the slate clean," said new Maybelline President John Wendt, formerly senior VP-general manager of L'Oreal cosmetics and fragrances.

"We're returning to color stories because what research indicated is that Maybelline is known for quality products but it needed more excitement in the form of color and fashion from a self-indulgent point of view."

MORE AD SPENDING, MORE TV

Maybelline will spend more than $100 million on marketing this year, up $3 million to $5 million at least from 1995, and will increase the use of TV to 65% to 70% of the $60 million ad budget, he said.

Maybelline's agency is Gotham, New York. Traditionally, L'Oreal has preferred to have one agency handle a brand on a worldwide basis; Gotham is not a global shop but as an Interpublic Group of Cos. agency reports into Lowe Group, giving it worldwide access.

Maybelline is expected to have more than $300 million in sales in 1996 with almost all of its volume in the U.S. Mr. Wendt said the focus remains on the U.S. but the company will step up international expansion, and is working with L'Oreal to do so.

SYNERGIE MAY HIT U.S.

Maybelline is looking at bringing Laboratoires Garnier's Synergie skincare products to the U.S. in 1997, "but only if research shows it's right for here, and just skincare-not cosmetics under the Synergie name," he said.

Garnier, a unit of L'Oreal and Europe's fifth-largest beauty company, will make its first foray into the U.S. later this summer with the introduction of Belle Color 20-Minute ColorEase Gel. The launch will be supported by more than $20 million in advertising and promotion from Publicis/Bloom, New York (AA, Apr. 29). Garnier also markets such affordably priced brands as Start men's grooming products and Ultra Doux haircare.

Publicis, Paris, also is the agency for Synergie in Europe, but hasn't yet been assigned responsibility for the U.S.

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