Mentholatum Appoints FORWARD

FORWARD today announced its appointment as Australian Consumer PR and Influence agency partner for global specialised health and beauty products organisation, Mentholatum. The appointment was made after three PR agencies pitched for the account.

FORWARD will work with the Mentholatum marketing team to plan and implement consumer media, blogger and influencer programs and personal care brands including integrated programs on its brands Alpha Keri and Natural Instinct.

Fiona Scrymgeour, National Marketing Manager Mentholatum said “FORWARD demonstrated clear strategic and creative thinking and some very smart ways to get our product stories to market across earned, shared and paid PR channels.”

Fergus Kibble founder of FORWARD said, “Mentholatum has some innovative new product stories to tell and has the ability to clearly differentiate its products from other mass market brands. We are looking forward to helping them drive consumer and influencer advocacy to help Australian consumers make a better choice in the personal care products they buy.”

For all media enquiries about FORWARD or Mentholatum, please contact Emma Koubayssi at