• by May 12, 2011

Interpublic's R/GA was named U.S. digital agency of record for the marketer's luxury products division, whose brands include Lancome, Kiehl's, Giorgio Armani Beauty and Yves Saint Laurent Beauty, as well as Diesel and Viktor & Rolf fragrances.

R/GA said its work for the luxury division will include media planning, creative, platform development, mobile, social and retail initiatives. The ad budget was not revealed.

Reportedly, the division's brands had used various agencies in the past on a project-by-project basis. R/GA won the business following a noncompetitive pitch.

The agency revealed that it had already developed and run a recent campaign for Armani's Acqua for Life initiative, supporting the UNICEF Tap Project. The month-long campaign included a custom Web site, social media and an iPhone app with a tie-in game.

Armani pledged to donate $1 for every bottle of Acqua Di Gio fragrance purchased, and R/GA said the campaign resulted in 40,000 Facebook "likes" and raised enough funds for UNICEF to provide 10,000 days of safe, clean drinking water for children in need.

R/GA added it has begun developing and implementing online ads and social initiatives for Lancome.

The shop has done work for other L'Oreal brands and divisions since 2005, when it redesigned the L'Oreal Paris site.