THE WHAT? Dermablend Professional has named Boden as its public relations agency of record. The Miami-based agency will be media relations, executive positioning and thought leadership for the L’Oréal-owned brand.

THE DETAILS Boden, who counts Target and United Healthcare among its clients, is an independent female-led agency.

“We are inspired by Dermablend’s commitment to performance, safety and the power of diversity,” said Natalie Boden, Founder and President of Boden. “Dermablend is a beauty brand that thinks about inclusion beyond skin tone and gender, catering to all skin types and conditions. Today, it’s more critical than ever to create meaningful communications programs that resonate across segments, generations and cultures. We are incredibly proud to help them bring their story to stakeholders across the country.”

THE WHY? Malena Higuera, General Manager of Dermablend Professional revealed that the French beauty giant chose Boden to help it in its mission to serve as a tool of empowerment. “Boden’s culturally rich and purpose-driven strategies stood out and confirmed that they are the right partner to help us communicate our powerful brand stories to consumers across both the general market and multicultural segments. Dermablend has experienced incredible growth over the years and this new partnership will be critical to helping us increase market share and consumer advocacy,” she said.