Selective Beauty UK awards 2m media task to Initiative

Initiative has won the 2m media planning and buying account for cosmetics and fragrance distributor Selective Beauty UK following a competitive pitch.

Initiative has won the £2m media planning and buying account for cosmetics and fragrance distributor Selective Beauty UK following a competitive pitch.

The agency triumphed over at least one undisclosed agency to win the account, which was previously handled in house.

Initiative will promote Selective Beauty fragrance and cosmetics brands such as Agent Provocateur, Benetton, Paris Hilton, Lanvin, Lolita Lempicka and Vivienne Westwood. Ad campaigns will run in magazines, understood to include Condé Nast titles such as Vogue and Tatler.

Initiative group account director Jayne Roseman will head the account, which has been assigned on a rolling basis.

Selective Beauty UK managing director Shelley Smyth says: "High growth rates and increased media budgets have created the need to move media planning and buying to an agency. Initiative has a track record within the prestige sector".

Selective Beauty was founded in France in 2000 by former LVMH Group executives Corrado Brondi and Christophe Cervasel. It has operations across Europe – its UK subsidiary was set up in 2001 – and it claims to be one of the leading independent players in its sector. It is based in Paris and employs about 400 people. Its turnover in 2005 was more than €100m (£66m).

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