5W PRNew York-based full-service agency 5W Public Relations has been named agency of record for Borghese, adding the iconic skin care and color cosmetics brand to its beauty division roster.

BorgheseItalian brand Borghese is known most famously as innovator of the mud mask. The company, which specializes in anti-aging skincare and color cosmetics, in 2016 will launch a new generation of masking products under the Fango Essenziali collection banner.

As AOR, 5WPR will execute a comprehensive PR campaign to generate consumer awareness for Borghese, driving a media relations campaign that targets consumer print, broadcast, digital and business outlets, as well as celebrity spokesperson activation. 5WPR will also work to expand the brand’s generational reach through the forthcoming launch of its Fango Essenziali line.

5W in 2014 accounted for nearly $4 million in beauty and fashion-related net fees, according to O'Dwyer's rankings of PR firms.