Allergan Inc. in Irvine selected its subsidiary Pacific Communications as its agency of record for its SkinMedica Skin Care’s professional business.
The Costa Mesa-based healthcare advertising agency will drive marketing strategy and work with Carlsbad-based SkinMedica Inc.’s marketing team to develop sales materials directed at physicians and their patients.
The agency also handles professional and direct-to-consumer marketing for SkinMedica’s Latisse eyelash treatment.
“Our partnership with SkinMedica Skin Care strengthens and enhances Pacific Communications’ aesthetics portfolio,” Scott Gandy, account group supervisor, said in a news release. “It makes us a key player in the topical aesthetics physician dispensed category and is a natural fit with our expanding client roster in this space.”
Allergan purchased SkinMedica last December. SkinMedica develops over-the-counter and prescription aesthetic skin care products, including anti-aging NS Essential Serum, skin-rejuvenating TNS Recovery Complex, and Vaniqa, the prescription product for the reduction of unwanted women’s facial hair.
Pacific Communications’ other accounts include Bausch + Lomb Surgical’s enVista Intraocular Lens, Thoratec Corp.’s HeartMate II, and the ON-Q pain pump by Kimberly-Clark Corp.’s I-FLOW division.
BehrPro Expands Offerings
BehrPro, the professional products and services group of Behr Process Corp. in Santa Ana, has expanded its free Web marketing offerings to small-business owners.
Prequalified professionals, such as painters, contractors and property managers, can use the Web Enabled Business service to create customized websites to promote their businesses. The newly added features include a project gallery, better search engine optimization, and ready-to-subscribe paid search campaigns that target core audiences and increase online visibility. All websites will be mobile-friendly. BehrPro’s service also provides customizable direct-mail templates to support offline marketing efforts.
“We launched an initial pilot WEB program last year because we knew the power of online marketing for small business owners could not be ignored, but that [professionals] are starved for time and marketing dollars are often limited,” Lisa Kudukis, Behr’s director of professional products and services, said in a news release. “We’ve taken the BehrPro WEB service one step further to give industry professionals a local marketing solution. The updates take advantage of SEO, incorporating social links, and providing Google+ Local registration to help pros get in front of their local customers when they are Web searching.”
Seed Money
The Crevier Family Founda-tion donated $75,000 to help launch the newly formed Center for Brand Values Communication and Research at California State University, Fullerton. The center, a collaboration between Cal State Fullerton’s College of Communications and Santa Ana-based DGWB Advertising & Communications, will focus on “the link between brand values, corporate communications and resulting consumer trust” to help organizations maximize the effectiveness of their communications efforts.
Separately, DGWB was named public relations agency of record for Chicken of the Sea International, which is owned by San Diego-based Tri-Union Seafoods LLC.
Winter Yogurtland
Irvine-based frozen yogurt chain operator Yogurtland Franchising Inc. is using hashtags #WinterYogurtland and #SeasonsTreatings to promote its 12 holiday flavors, both old favorites and new concoctions. The flavors will be gradually introduced over the holiday season, starting with spiced apple cider sorbet, salted caramel pecan and chocolate mocha.
Yogurtland has about 260 locations across the U.S., Australia, Guam, Mexico and Venezuela and plans to open more than 50 yogurt shops over the next six months.
DGWB is Yogurtland’s advertising agency of record. Huntington Beach-based Caruso Communications handles public relations for it.
Team Mazda Marathon
Irvine-based Mazda North American Operations was the “official vehicle” sponsor of the Rock ‘n’ Roll Marathon and Health Expo that took place Nov. 15 to 17 in Las Vegas. “Team Mazda” runners had a chance to take a photo at the SpeedCam photo booth and pick up free snacks at the Mazda Fueling Station. The participants also shared their “inspirational” stories at an interactive wall, the “Game Changer,” a term used in Mazda’s advertising campaign that kicked off in May.
The car manufacturer will also sponsor the Rock ‘n’ Roll Arizona Marathon and Half Marathon from Jan. 17-19.
