EastWest Will Help Launch Veet Line

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Reckitt Benkiser has named full-service promotion agency EastWest Creative, New York, to assist with the launch of the cosmetics marketer's Veet line of hair removal products in the United States.

The campaign will include direct mail, freestanding inserts and point-of-sale materials. It will complement print and television, carrying the same "Feel smoother longer" tag line. The promotional effort begins in the second quarter.

Reckitt joins EastWest clients like Kraft Foods, Interbrew, Bayer, Applebee's, Warner Bros., Nabisco, Kia Motors, Sunsweet and Planters.

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