PARIS COMPANY BUYS MAYBELLINE
By Adnews Staff
French cosmetic giant L'Oreal SA has made a deal to buy U.S.-based Maybelline for $508 million(US). L'Oreal is eyeing expansion in the mid-to lower end of the U.S. cosmetics market. The takeover of Maybelline will make L'Oreal the number two player in the U.S. mass cosmetics industry, behind Procter & Gamble of Cincinnati, Ohio. Advertising from Maybelline's U.S. agency, Gotham Group of New York, is also used in Canada. MacLaren McCann of Toronto does some Canadian creative and its media arm, Initiative Media, places all Maybelline advertising in Canada. Marketel of Montreal localizes U.S. ads for L'Oreal, as well as doing some original creative. McCann-Erickson Worldwide handles advertising in the U.S.
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