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Renaissance Cosmetics

This article was originally published in The Rose Sheet

Executive Summary

Spending over $10 mil. on advertising for the firm's Chantilly scent through the Christmas season. Seventy percent of the budget will be for television ads -- one 10-second and two 15-second spots -- that feature the tagline "Chantilly. The spray lingerie." One of the 15-second ads shows a living room with an empty reclining chair strewn with clothing that is facing a TV broadcasting a football game. A woman's voice-over says, "So much for the big game," and a man responds, "I taped it." The dialogue is followed by laughter. The commercial closes with a product shot and the tagline. The remainder of the ad budget is devoted to four-color print ads that show a woman's silhouette behind a screen of lace and also feature a product shot and the tagline. The ads are slated to appear in November and December issues of People, Family Circle, Woman's Day, Ladies Home Journal, Good Housekeeping, and Seventeen



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