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.