DOWNSIDE: The High Intensity Pigment line Ms. Hamilton launched in February for African-Americans and Latinas has shown disappointing sales results despite-or some say because of-an edgy campaign from in-house Image Lab. That effort has since been replaced. There's also skepticism that the new Vive Pro launch will help L'Oreal best haircare leader Procter & Gamble.
AD BUDGET: $607.5 million
* Interpublic's McCann Erickson, ID Media, R/GA and Universal McCann, N.Y.
* La Micela, N.Y.