The agency will handle Fragrance Direct’s national press office, covering product placement, news generation, celebrity seeding and product launches. The digital division, Label Digital, will handle all SEO, search, content, creative links and bloggers.
Label PR founder and MD Lee Bloor said: "Blending our proven PR service with our technical expertise in digital, we’re excited to deliver the highest possible return on investment for the brand."
Julian Thompson, trading director of Fragrance Direct, which stocks brands such as Jimmy Choo and Gucci, said: "The team’s understanding of our audience, along with its experience in the beauty sector, is exactly what we were looking for in an agency."
In addition, Label PR has promoted Almina Kadic-Wilson to PR and development director.