LH-S wins global perfume launch
BYLN: By Jo-Anne Walker
Lowe Howard-Spink has won the international launch campaign for Estée Lauder’s Pleasures fragrance, to star the company’s new model, actress Elizabeth Hurley.
The agency will also be creating international work for Estée Lauder’s existing Beautiful fragrance, which could also feature Hurley.
US sources say billings for this combined business are estimated to be worth be-tween $10m and $15m (6.4m to 9.6m) in the US alone.
The appointment follows Estée Lauder’s decision to move its fragrances TV advertising out of Bates Manhattan and into The Lowe Group.
Bates retains the cosmetic and skincare work but it is understood that the Lowe Group is now the agency of record for its fragrances, including White Linen.
LH-S has held the account for Estée Lauder’s highly successful Tuscany fragrance for the past three years. It was on the basis of this work that the London shop was awarded the Pleasures task.
LH-S will continue to create international work for the two fragrances until the end of this year. After that, it is understood that local Lowe agencies will be asked to produce creative work.
