Exclusive: L'Oreal chases after youth with PureZone ad campaign

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L'Oreal Paris, a division of L'Oreal USA, breaks a $10 million campaign today to introduce Pure Zone, its line of skin-care products aimed at young women.

The national rollout, including TV and print work featuring actress Jessica Biel, is handled by Publicis Groupe's Publicis in New York,one of L'Oreal's roster agencies.

"We've worked with L'Oreal for a long time and had been successful in launching products that targeted women 25-plus," said Linda Joselow, managing director for Publicis in New York who also heads up the L'Oreal business. "This line is going after the younger woman and it was an opportunity for both of us to talk to this [15- to 29-year-old] market."

Ms. Biel, 20, has been under contract to L'Oreal for several months and was previously featured in a commercial for one of L'Oreal's hair care products. She was one of the stars of the WB's "7th Heaven," but gained notoriety for trying to get kicked off the show by posing for provocative photos in Gear magazine in order to pursue a film career.

"Jessica's natural beauty, youthful spirit and self-confidence embodies what Pure Zone is all about," said Carol Hamilton, president of the L'Oreal Paris Brand Division of L'Oreal USA, part of France's L'Oreal Group.

The three-step L'Oreal Pure Zone line offers cleansers for normal, oily and combination skin, along with Pore Tightening Astringent and Skin Relief Oil Free Moisturizer.

TV will run on network and cable. Print ads will appear in September issues of young women's magazines, including Time Inc.'s Teen People, Gruner & Jahr's YM, Primedia's Seventeen, Hachette Filipacchi Media's Elle and Elle Girl, Hearst Magazines' Cosmo and Cosmo Girl and Conde Nast's Lucky.

In addition to launching a Pure Zone Web site, which features a Q-and-A with dermatologist Lydia Evans, L' Oreal also sponsors teen site Bolt.com's back-to-school section.

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