Brandnation to support launch of dental beauty brand Smilelab

Brandnation has been handed a new brief to help support the launch of the dental beauty brand Smilelab.

The agency's beauty PR team has been asked to handle UK PR and social media for the brand following a competitive pitch, with Brandnation's team set to handle SmileLab's media product placement, manage its UK press office, oversee its blogger and influencer programme, and curate its Instagram and Facebook activity, reports Gorkana.

Catherine Bergwerf, marketing director at Smilelab's distributor Amber House, cited Brandnation's expertise in health and beauty PR, and the dental sector in particular, as the reason why the agency was chosen.

Mary Killingworth, Brandnation's managing director, said: "We are concentrating on an extensive, multi-tier launch activation programme that will work across targeted UK media and social media channels."

This comes after the agency's beauty PR team recently enlisted musician Sophie Ellis-Bextor to front a nationwide multimedia oral hygiene marketing and PR campaign for another dental industry client, DenTek.

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