Kobayashi Pharmaceutical, the Japanese health and beauty giant, has appointed Hakuhodo UK to its multimillion-pound creative account. Media has been won by Media Edge.
The company begins its UK assault with the launch of three new brands and will back each product with a pounds 1 million spend. It is understood that the initial launches will be in the household goods and cleaning categories although the brand names are being kept under wraps until February, when they will hit the shelves.
The company intends to use the UK as a launch-pad and then roll out into Europe, with all creative work being led from Hakuhodo's UK office. Further product launches are planned for the next few years.
The appointment is part of Kobayashi's plans to propel itself on to the global stage and follows its recent launch in the US. The company rivals Procter & Gamble and Unilever in Japan with its household products, cosmetics and over-the-counter drugs.
Anne Green, the client services director at Hakuhodo UK, said: 'The products won't be attacking Procter & Gamble or Unilever. They are niche products and are made with the modern housewife in mind.'
Forthcoming work, which will include TV and press, will break in the autumn next year.
Hakuhodo UK specialises in servicing Japanese companies in this market.
Other clients include Hitachi, Suzuki Motor Cycles and Yutaka Noodles.