DHC skincare reviews its roster ahead of UK launch

Japanese skincare brand DHC is reviewing its advertising and media planning and buying agencies ahead of a multimillion pound launch in the UK.

The skincare brand is understood to be in talks with a number of media and advertising agencies about the account, believed to be worth about £5m.

DHC is the largest direct mail and internet skincare brand in Japan and is on sale in the US. It also sells health food supplements and vitamins and lingerie and has a number of flagship hotels, spas and salons.

The brand was establish-ed in 1972 as the Daigaku Honyaku Centre Corporation translation centre. It later ventured into education and publishing then cosmetics.

Its flagship brand is “Virgin Olive Oil” and it sells products based on the natural benefits of olive oil. It is hoping to tap into the growing trend for cosmetics and skincare products using natural ingredients without “unneccessary” colouring agents or irritating fragrances.

The company is understood to be planning a 2008 launch of a website and standalone catalogue, supported by a through-the-line media campaign.

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