The Bottom Line Consultancy landed the year-long account after a two-way pitch.
The five-strong agency will now begin a PR drive with the focus on celebrating healthy skin.
Sanex had divided its products on gender with Shine working for two years on the men's range and The Bottom Line Consultancy working for three years on the unisex range. This division has now been scrapped.
Bottom Line founder Barbara Stopher said: ‘We're really proud to have won the Sanex total brand account. It's a testament to the fact that small agencies can be successful if they have a strategic, passionate approach to PR.'
Shine's managing partner Erika Hendrick said: ‘We understand the need for aligning the men's range to the parent brand and we welcome the opportunity this offers us to work on other skin care brands.'