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Sephora.com Shifts Ad Account to Lloyd (+Co)

Sephora.com, Louis Vuitton Moet Hennessy's beauty products site, has handed advertising duties to Lloyd (+Co), dropping DDB New York for an agency it says has expertise in the fashion and beauty sectors.

Lloyd (+Co) will create a $25 million campaign, which is expected to launch in the spring. Media buying will be handled through LVMH's corporate buying division via Mediacom, a division of Grey Advertising.

Sephora.com is billing the new effort as a second phase of its national advertising campaign. The first phase focused on raising brand awareness, as well as on the company's bricks-and-mortar presence and its Web site. The new ads will promote the Web site exclusively.

The beauty company's advertising efforts are especially critical, because it has found itself in a battle with a large number of competitors, including Beauty.com, iBeauty, and Reflect.com.