Benckiser in talks over its UK strategy

Lancaster Group, the upmarket fragrance arm of Benckiser, is speaking to advertising agencies about strategies for its UK brand Davidoff.

Lancaster is also planning to launch a version for women of its flagship sub-brand Cool Water. The fragrance, called Cool Water Woman, is due to appear in the UK in spring 1997, following a European launch in June. Davidoff also has Classic, Relax and Zino Davidoff in its range of toiletries sold in top department stores.

The company claims it is the number two company in Europe in mass-market colour cosmetics, and the number one company in the European selective – or prestige – market for men’s fragrances and suncare.

Earlier this year, the Lancaster Group USA was merged with Benckiser’s US mass-market division Coty Inc, resulting in the loss of 75 jobs.

Staff cutbacks and cost savings are expected to contribute to an enlarged budget for Lancaster’s prestige cosmetics and fragrance brands.

These include Joop!, Chopard, Lancaster, Jil Sander and Monteil Paris. In the mass-market division, brands include Vanilla Fields, Jovan, Adidas and Margaret Astor.


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