HMP to Lead $20 Mil. Hydroxatone Launch

ATLANTA Bellezza Products has hired Howard, Merrell & Partners to create a $20 million campaign to introduce the company’s new anti-aging skin care product, Hydroxatone, the shop said.

HMP, an Interpublic Group shop in Raleigh, N.C., was selected without a review. There was no incumbent. Previous ads were produced internally. Integral Media in Minneapolis will continue to handle media planning and placement.

The company said it hired HMP to expand into broadcast advertising and to add public relations to the campaign.

Hydroxatone was developed by a plastic surgeon as an alternative to Botox and surgery for reducing lines in the skin. It is being extended into a line of beauty products that HMP will help the Richmond, Va.-based company introduce.

HMP’s experience with national campaigns for health and wellness products impressed Bellezza, the company said. The shop has worked on accounts with Palm-Aire Spa, Kimberly-Clark, Bausch & Lomb and MED-EL Corp.

“We chose Howard, Merrell & Partners because they took the time to understand our business and have the capabilities and expertise we need to be successful,” said Andrew Surwilo, president of Bellezza Products.