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L'Oreal will tackle its competitors on two fronts, cosmetics and skincare, this fall with $20 million in advertising between Sept. 18 and Nov. 15.

The blitz will push new Revitalift Anti-Wrinkle & Firming Care for Face & Neck from Plenitude plus new Colour Endure Stay-On Lipstick and Luminair Lightweight Creme-Powder Makeup as well as a restaging of Visuelle foundations.

Among major cosmetics marketers, L'Oreal has been one of the few to outpace category growth of 5.5%, advancing 10.4% to $254.8 million for an 11.2% share in the 52 weeks ended April 30, according to Information Resources Inc. (AA, May 29).

Plenitude is in a close battle with Unilever's Pond's brand from Chesebrough-Pond's in the rival brand in the estimated $1 billion facial skincare market. Each brand has about a 14% share.

Revitalift, marketed in France as Revitaliste, skews toward the 43 million women ages 35 to 49 who are battling not only wrinkles but sagging skin. U.S. media spending will total $20 million in the brand's first year with print and TV breaking in October and November from Publicis/Bloom, New York. Promotional support includes 10 million packette samples in magazines, coupons and trial sizes.

In the $2.3 billion makeup market, L'Oreal is looking to steal some of Revlon's thunder in lipsticks with Colour Endure, which claims to be less drying than Revlon's ColorStay, which now commands 12% of all lipstick sales.

A $7 million ad campaign from McCann-Erickson Worldwide, New York, will support the U.S. launch with the brand expected to have a 7%-8% lipstick share by yearend, said Pam Alabaster, assistant VP-marketing.

"We are matching Revlon penny for penny in ad support," she said, noting that Colour Endure also will be backed with $4 million in promotion.

A $1.5 million print campaign will support the Luminair launch this fall and $6 million will go to a TV and print campaign for the reformulated Visuelle makeup which will also be backed with $2.5 million in promotion.

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