Havas Media’s Cake unit has been named the social media agency of record for StriVectin anti-aging skin care products following a review.

There was no incumbent agency on the brand, although Mother had previously worked on a project basis. 

StriVectin, positioned as a prestige skin care brand, was originally a stretch-mark cream that morphed into an anti-wrinkle product. Cake, a social experience agency, has a mandate to continue to build StriVectin’s social presence online as well as launch sampling and event initiatives this summer in key markets, including New York and Los Angeles. The client also recently launched a new Facebook app, the StriVectin Virtual Anti-Aging Results Tool, which enables users to upload photos of themselves and see what kinds of results the brand says to expect from using the new StriVectin-SD product.

Cake, founded in 1999, worked on the launch of Nintendo’s Pokémon in the U.K. and across Europe. The Havas Media unit works with sister company Euro RSCG Worldwide PR in the U.K. and the U.S., and includes Motorola, Volvo, Nestle, Orange, and Coors among its clients. It was acquired by Havas Media in 2008.