Beyond Women's Products

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Lori Moskowitz Lepler knows what women want. The president of Intuition Group has made a career marketing package goods and personal care products, and now she's running a new unit of WPP Group dedicated to marketing to women.

Intuition opened in November with about $60 million in billings from the Clairol business previously handled by J. Walter Thompson USA, New York, freeing it from a conflict with the ThermaSilk haircare line from rival Unilever's Helene Curtis unit. Ms. Moskowitz Lepler, formerly management director on the Clairol business at JWT, developed a proprietary ad approach, "Women to Women," while handling that business.

Solid track record
Even before joining JWT in 1993, she had a track record on package goods. From 1991 to 1993, she was senior VP-director of account services at Frankfurt Gips Balkind, New York, where she worked on accounts such as Lifetime Television. Prior to that, she was director of operations and strategy on the Procter & Gamble Co. and M&M/Mars accounts at D'Arcy Masius Benton & Bowles, New York.

While Intuition will concentrate on marketing to women, Ms. Moskowitz Lepler says it won't limit itself to traditionally female categories. Women have an increasing say in purchases of hardware and other products in which they were not traditionally a factor.

The first few months after opening Intuition's doors have been filled with meetings with many prospects, both traditional advertisers to women and companies that are only now embracing the concept.

While it's great to be so popular, it keeps everyone busy, says Ms. Moskowitz Lepler. Luckily, the agency has a very family-friendly environment so staffers can bring in their children. She mentioned her own 19-month-old son, Jake, has his own desk in her office when he visits. "We don't let him leave until he's done at least a couple of storyboards," she jokes.

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