Austin Lawrence Selected as Advertising and Direct Agency For DCL Ltd.

STAMFORD, Conn.--(BUSINESS WIRE)--Nov. 2, 1999--

- Reasons Cited; Category Experience and ROI Focus -

Dermatologic Cosmetic Laboratories Ltd., a private label dermatologic cosmeceutical firm based in East Haven, Conn., has chosen Austin Lawrence Group Inc. as its agency of record for advertising and direct marketing. DCL chose the full-service marketing communications agency based on its depth of experience within the dermatology and health-care industries and proven track record in expanding its clients' sales. The direct dispensing company distributes its DCL line of products exclusively to dermatologists, plastic surgeons and physicians.

DCL has more than 72 registered SKUs, developed by in-house scientists and chemists in its FDA-registered facility. DCL plans to launch breakthrough formulations, achieving stabilization in formulations others have not been able to match. These new products promise to solidify the company's leadership in direct dispensing and in the cosmeceutical industry.

As part of the campaign, ALG also will promote DCL's private label subsidiary, Milbar, as it develops exclusive product lines for individual dermatology practices, upscale retailers and leisure destinations such as spas and luxury hotel chains.

Austin Lawrence Group's vice president of client services, Kate Quinn, will head up the account, managing all strategic planning, advertising, direct marketing, events, sales materials and in-office patient materials.

"ALG designed DCL's advertising and direct campaigns to provide DCL with an identifiable brand image and appreciable return on its investment," said Quinn. "We purposely develop communications programs that provide our clients with proven payback scenarios." Quinn, who used to work for health-care marketers such as NCI and KPR, has experience working on several dermatological products including MetroGel/MetroCream and Differin, RENOVA, Retin-A and others.

Test marketing of the campaign is scheduled for the October through December timeframe, followed by a complete national rollout in the first quarter of 2000.

The inaugural DCL campaign targets dermatologists, plastic surgeons, derm nurses and high-volume primary care practices treating dermatological patients. Select media will include leading industry and trade publications.

"We won this account based solely on our track record with clients and level of expertise in dermatological and health care marketing," said Ken Lempit, president of Austin Lawrence Group. ALG was assigned the account in August.

Austin Lawrence Group Inc., based in Stamford, Conn., is a full-service advertising, public relations and direct marketing agency specializing in high technology, telecommunications, financial services and health-care marketing. The agency's clients include Advent Software, British Telecommunications plc, ClientXchange, Cole Systems Associates, Dermatologic Cosmetic Laboratories, Falcon Financial LLC, Franchise Mortgage Acceptance Company, Telesciences, TELEHOUSE America and Zumbach Electronics. More information about the agency can be accessed at www.austinlawrence.com