Maybelline Takes On Attitude

L'Oreal brand to rebrand with summer music tour

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%%STORYIMAGE_LEFT%% The venerable Maybelline brand is getting a makeover. Like a contestant in a reality show, the L'Oreal marque is being relaunched as Maybelline New York to infuse the cosmetics brand with a "cool, urban edge."

In addition to a print-centric advertising campaign, the global brand, sold in over 90 countries worldwide, is partnering with MMC, a Los Angeles-based entertainment marketing shop, to launch a touring music initiative called "Chicks With Attitude" for summer 2004. In 2002, Maybelline spent $90 million in U.S. advertising according to TNS Media Intelligence/CMR.

The brainchild of MMC President Joseph Bongiovi, the tour will trumpet the theme of female empowerment. "There will be an emphasis on attitude, but not bad attitude," said Bongiovi. "And it's not Lilith Fair," referring to the successful women's touring festival franchise a few years ago. He told Madison+Vine to expect an eclectic roster of artists to be able to appeal to a broad swath of the 18-34-year-old demo for whom the brand is refashioning itself.

%%PULLQUOTE_RIGHT%% "We've talked to the Courtney Love camp, and she's definitely interested in it but it could also include the Donnas, or Liz Phair, or even ['American Idol' fave] Kelly Clarkson, or we could go more urban like Ashanti or Alicia Keys or Angie Martinez."

Bongiovi was quick to point out that this property will be built according to Maybelline New York's initiatives. CWA branding will be integrated into relaunch including point-of-sale opportunities at 65,000 retailers. Bongiovi originally had intended to mount CWA on a grander scale, creating a festival atmosphere with activity tents but the current economics of the music touring business was not favorable.

Bongiovi intends to help defray Maybelline New York's investment—which was undisclosed—with "brought to" sponsors and associate sponsors.

If it's successful, Bongiovi hopes Maybelline activates it as a perennial franchise.

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