EC De Witt, the company behind skincare brand Witch, is splashing out £3.5m in a new marketing campaign to push the "natural" positioning of the brand. The campaign ­ which breaks on June 4 and runs on TV and in women's magazines ­ uses the theme natural skin confidence'. The ads show models having good skin days but with teenage nicknames such as greasy Gail Edwards' and paper bag Paula Price' ­ the point being to show that they have banished bad skin days by using Witch products, which contain natural witch hazel. The campaign mainly supports the range's two main products, Witch Foaming Face Wash and Witch Stick. It will also promote Witch Cleansing Body Wash which, alongside Witch Cleansing & Toning Wipes, are this year's new additions to the range. The company believes the campaign is innovative enough to help Witch stand out from the plethora of skincare products on the market. UK marketing director David Fowler said last year's brand relaunch had helped increase sales by 65%. {{MARKETING - P&P }}