Bodycare International has appointed David Bowen as head of marketing to oversee the &£6m relaunch of its tanning salons and products. He will also be responsible for the company’s distribution arm, Blue.
Bowen, who was appointed at the beginning of the month, is already reviewing the advertising business for Bodycare and Blue, which will be worth more than &£1m next year. He is also seeking to appoint a media planning and buying agency after deciding to take the creative work in house.
Bowen hopes to launch both local and national campaigns for the tanning salons, in an effort to increase brand recognition and to achieve consistency in its creative work.
Bodycare is working on a new brand identity and range of products following a report by the British Medical Association (BMA) linking tanning booths to skin cancer.
Bodycare is planning to combat the negative publicity by promoting the benefits of tanning and its own range of self-tanning products, which will be launched this summer (MW May 8).
Bowen has been working as a marketing consultant for Blue since last year. He was previously marketing manager for Airfix at model and toy maker Humbrol. He was also head of marketing and design at Hazel Mill Toys for four years.
Bowen is restructuring the marketing team at Blue and is introducing category management principles. He is not looking to make any appointments to the team.