The Boots Centre for Innovation works with 'early stage' companies and inventors to develop new health and beauty products.
It has brought in the agency following a competitive pitch, to raise awareness of the centre among inventors through the technical and healthcare press. Freshwater will target titles such as New Scientist, National Health Executive and Nursing Times.
Freshwater will also identify and approach potential partner organisations for the new products.
It will work with the Boots consumer PR team on the introduction of new products developed by the centre. The first product launch is taking place in May.
Freshwater will be responsible for gaining coverage in technical press, while the in-house team will focus on consumer titles.