Health Product Retailer Looks At 4 S.F. Shops

Selfcare, a retailer of products designed to promote health and well-being, is in the final stages of a review for its estimated $20-25 million ad account.
The Emeryville, Calif.-based company had been talking with a handful of shops in New York and San Francisco, but is now looking at a “select, short list of agencies” said Ken Stockman, Selfcare’s vice president of e-commerce.
Sources said the finalists are Amazon Advertising, Black Rocket, Gardner, Geary, Coll & Young and TBWA/Chiat/Day, all in San Francisco.
Stockman would not confirm the contenders, but said presentations are “ongoing” and a final decision will come later this month.
According to Stockman, Selfcare is seeking an agency to promote upcoming improvements and additions to its e-commerce site at www.selfcare.com with a national ad campaign to break later this summer. The effort, he said, will include print and radio executions, as well as some TV spots in select markets.
In addition to its online resource, which launched last year, the 20-year-old company sells its products, which include aromatherapy oils, skin and hair care products, portable steambaths, yoga videos and anatomically designed mattress pads, through a catalog. That, too, will be promoted during upcoming ad efforts, according to Stockman.
Selfcare currently uses the tagline, “Products for healthy living,” which will most likely be incorporated into a future campaign, said sources.
Contenders for the account are being asked to present ideas for brand strategy and positioning, and offer suggestions on how the client can expand from its traditional target market of female consumers to include men.
Selfcare recently wrapped up another agency review. In February, it selected i-traffic, New York, to handle its direct marketing online [Adweek, Feb. 22]. The agency’s newly opened San Francisco office is taking the lead on the client’s business.