Dermalogica set to launch UK ad drive

Dermalogica, the US skincare brand, is approaching creative and media agencies ahead of a major UK consumer advertising campaign.

The brand has traditionally shunned advertising in favour of word-of-mouth recommendation, but is said to want to raise awareness of its products among UK consumers and to emphasise its position as the "professionals' choice".

Dermalogica has contacted agencies to gauge interest ahead of a pitch for the business. Activity will be aimed at encouraging consumers to visit local stockists of Dermalogica products.

The brand is owned by The International Dermal Institute, the US body responsible for training advanced skin-care professionals. Its products, which include cleansers, conditioners and moisturisers, are sold to consumers via skincare consultants rather than directly off the shelf.

Dermalogica was founded in 1986 and its products are available in more than 40 countries. Its most recent product is Solar Defense System, a sun protection range.