Starfish lands UK PR brief for Dead Sea Laboratories

Dead Sea Laboratories has appointed Starfish Communications to promote its Ahava-Dermud beauty and bath products in the UK.

The contract - won without a competitive pitch - is a six-month project that sees the agency promoting the range, which is made from Dead Sea mud and targeted at those with dry skin.

Starfish joint managing partner Sally Fearfield, who reports to Tel Aviv-based business development director Aliza Chevio, said the agency would target the consumer, trade and healthcare professional press, plus Britain's Jewish community. Key audiences will be 25 to 54-year-old women, although men will also be targeted.

Fearfield said Starfish would seek to promote 'medicinal benefits' of the products, for example targeting sufferers of skin-diseases such as eczema via the healthcare professional press.

A 'spa launch' to target 'opinion-formers and style leaders' at London's One Aldwych is planned for May.

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