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The Media Edge has scooped the European media planning and buying

account for cosmetics brand Bourjois, estimated to be worth between

£15m and £20m.

It is the first time Bourjois has centralised its account into one

agency network. Media Planning Group was previously responsible for the

brand in the UK, while Carat handled it across the rest of Europe.

The Media Edge takes over responsibility for the brand in all the

markets it is available - France, Holland, Belgium, Russia, Spain, Italy

and the UK - from the beginning of next year.

Blandine Pillot, international media director at The Media Edge in

Paris, will co-ordinate the European account, which will be bought out

of the agency in each market.

Pillot said Bourjois was a growing global brand and she was hopeful it

would roll out its distribution throughout other European countries in

partnership with The Media Edge.

According to ACNielsen MMS, Bourjois had a UK media budget of about

£1m over the past 12 months. This was spent predominantly on press

advertising, although it did undertake a £300,000 TV campaign.

Pillot added: "Bourjois is a prestigious and highly creative beauty

brand. We are delighted with the win and are now looking forward to

developing and implementing exciting media strategies that reflect its

audience."

The Media Edge has some considerable expertise in the cosmetic arena,

having previously worked for clients including Chanel and Revlon.

Y&R Paris remains the incumbent on Bourjois' creative account, which it

has held for the past five years.

Bourjois is currently promoting its eyelash-stretching mascara using TV

and press.