DHC beauty secrets from Japan

DHC UK, the direct-order skincare range from Asia, is running an experiential campaign to promote its expert Japanese products.

The 2008 live marketing campaign follows a hugely successful experiential push for DHC from November to January, in which over 300,000 samples were distributed to the primary target audience of young professionals, resulting in high sales volumes flooding its website.

Blazinstar Experiential's staffing division, StaffWarehouse, is behind the strategy and implementation of the current live activity, starting with a nationwide sampling campaign.

The DHC Brand ambassadors, who have been carefully selected for their beauty knowledge and passion for skincare, don appropriately fashionable white puff ball shirts and high-waisted blue pencil skirts.

The teams will be positioned nationwide at key events and shopping centres distributing goody packs containing samples from DHC's best-selling skincare range, and encouraging consumers to try the Miracle Cleansing Oil.

This best-selling product has been coined a 'Beauty Secret from Japan' after helping millions achieve clear flawless skin.

The campaign aims to introduce DHC's new olive-based skincare concepts to English men and women, driving memberships to its monthly Olive Club magazine.

Since launching in the UK in December, 70,000 Olive Club magazines have been distributed with over 2,000 membership registrations.

These fast-growing figures look set to catch up to the million-plus member database that DHC holds in Asia.

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