DeVries has been tasked with heightening brand awareness in the UK and bolstering Philosophy’s social media presence, with the agency also planning a directional shift to introduce the brand to a younger demographic.
Philosophy, founded by Cristina Carlino in 1996, sits in parent company Coty’s luxury brands division. Born out of dermatological science, the brand first garnered a legion of followers in the US for its pioneering in-home peels.
In addition to the brand’s core skincare collection, Philosophy’s range includes fragrances and ‘bath & body’ products. The brand is available nationwide in retailers such as Harvey Nichols, John Lewis and lookfantastic.com.
Its brand ideology firmly rooted in wellbeing, Philosophy has also created the Hope & Grace Initiative to financially support community-based mental health efforts.
Further to managing the brand’s press office, DeVries will also support Coty’s efforts to further elevate the Philosophy brand profile in 2019. The account will be led by Kim Power, associate director.
Hannah Webley-Smith, Coty UK & Ireland marketing director, luxury, said: “We have bold plans to expand and invigorate Philosophy in the UK – it’s an extremely exciting time for the brand and therefore essential we have a passionate, clear-sighted and strategic agency like DeVries to work as an extension of our team and deliver standout results.”
DeVries Global’s European managing director Helena Bloomer said: “We’re delighted to be working with Philosophy on this new chapter in this illustrious and ambitious brand’s development.
“DeVries has exceptional credentials in the beauty category and we look forward to putting our experience to good use in the form of Philosophy, assisting the brand in further cultivating its public profile and cementing a foothold in a competitive market landscape.”
DeVries Global is a Constituency Management Group (CMG) agency. Its London office rebranded from DeVries SLAM to DeVries Global earlier this year.