NEW YORK: Skincare company Clarins Group hired RL Public Relations as its first AOR for US Hispanic PR.
"It really came about because we were doing Hispanic outreach along with our general market outreach," said Tanya Pushkine, director of PR for the Clarins Group. "And we realized we really needed to do much more, and we [internally] were not able to do that."
The one-year contract takes effect January 1 and includes an option to renew, she said. Clarins will work with RLPR to introduce the Hispanic media to the company and its products, and create local buzz in target Hispanic markets. The Clarins account will be run out of RLPR's New York office.
There was no formal selection process, but Pushkine said Clarins started looking for an agency at the end of the summer.
RLPR "understood what we needed to do," Pushkine said. "They just came in with something that really came from their hearts and that's what resonated with us."
Mike Valdés-Fauli of The Jeffrey Group confirmed that it was the one other agency that pitched for the account.