EXCLUSIVE: International skincare brand Jurlique has poached Yahoo!7’s head of lifestyle and entertainment, Lisa Bjorksten (pictured), as its global digital director and appointed VML its new digital agency.
The moves see Jurlique relocate all digital creative activities Down Under, after previously managing them out of headquarters in New York. The company is owned by Japan's Pola Orbis Holdings.
The Sydney office of VML will now take on a major social media project for the brand’s iconic Herbal Recovery Gel, after beating out digital shops We are Social and Lavender in a formal pitch for the work.
The project includes relaunching the top-selling skin care product globally.
Alina Chan, global marketing and communications director at Jurlique today told B&T: “This project is the launch of our biggest skincare range this year. We are renovating our iconic product – the herbal recovery gel. We are in the process of relaunching it with a different formula and packaging.”
But Chan also told B&T the brand was considering bringing all future digital marketing in house, following Bjorksten’s appointment.
“We are still in the process of determining whether it will be completely brought in house or if we are still to outsource it on a project by project basis,” said Chan.
"Riight now for us a lot of focus is on this particular product so we thought that it was right to engage an external agency.”
Kerry Packer bought a stake in the skin care brand a decade ago for $25m but his interest was sold by son James to Japanese beauty giant Pola Orbis Holdings, which bought the entire company for a reported $335m in 2011.
Packer told the Australian Financial Review at the time he was "thrilled the brand has developed into a true global competitor".
Jurlique was founded in South Australia in 1985 and today owns 18 stores across Australia and more than 40 stores throughout 23 countries.