HCI Direct Wins Prestigious “Benny Award”

Silkies EnricheTM Campaign Recognized by the Philadelphia Direct Marketing Association

Bensalem, PA – (June 16, 2008) – HCI Direct, Inc., a premier direct marketing company serving women with beauty, style, and wellness solutions, was honored recently with an esteemed Benjamin Franklin Award for Direct Marketing Excellence.

HCI Direct was awarded its Benny for a campaign to promote its popular Silkies Enriche™ Ageless Moisturizer in the “Print: Acquisition - Offer to Purchase” category. The award was presented recently at a ceremony hosted by the Philadelphia Direct Marketing Association (PDMA). Silkies Enriche Ageless Moisturizer is an all-in-one, anti-aging moisturizer that comes in three age-specific formulas: ‘Protect’ for women in their 30s, ‘Replenish’ for women in their 40s, and ‘Rebuild’ for women 50+. Each formula addresses the changing needs of skin as it ages.

In addition to design excellence, a winning submission to the “Benny Awards,” as they are affectionately called, must demonstrate that the marketing campaign produced significant results. This campaign, on average, increased response by over 72%, delivered a stronger backend performance, and generated a new control format.

“We’re very pleased to bring home a Benny,” said Jean Vernor, HCI Direct President and CEO. “This award reflects an exceptional design sensibility on the part of our marketing and creative teams led by Karen Arbegast, as well as our production team. The design is focused on results and is inspired by the smart, sophisticated women who use our products every day.”

The goal of the Silkies Enriche Ageless Moisturizer insert was to encourage consumers to request a free sample of the anti-aging moisturizer when they join the Silkies Enriche Skincare Service. The oversized insert is one of the biggest winners in HCI Direct’s
30-year history of placing package inserts and has introduced significant numbers of new customers to the advantages of the Silkies Enriche skincare home delivery service.

“Silkies Enriche Ageless Moisturizer is an exceptional product with age-specific formulas for each woman’s skin care needs,” Vernor added. “We know that if we can help women try Silkies Enriche Ageless Moisturizer, many of them will become our customers. The success of this campaign far exceeded our goals and introduced the Silkies Enriche brand to thousands of new customers.”

About the Benny Award and the Philadelphia Direct Marketing Association
For more than 25 years, the Benjamin Franklin Award in Direct Marketing Excellence has been a prestigious Philadelphia tradition which celebrates significant achievements in the direct marketing industry. When Benjamin Franklin needed to raise funds to build the Pennsylvania Hospital in 1751, he used direct mail to accomplish his goals. Franklin utilized many marketing techniques still employed today. Franklin reported that his mail campaign was "oversubscribed," meaning that the amount of money raised exceeded what was required. Franklin was — and still is — highly regarded for his efforts.
PDMA is a nonprofit membership association consisting of more than 700 members throughout Philadelphia, New Jersey, and Delaware. Visit the PDMA’s Website at www.the-pdma.org.

About HCI Direct, Inc.

HCI Direct, Inc. is a dynamic direct marketing company known as a leader in delivering beauty, style, and wellness products direct to consumers through its unique home delivery services. Its mission is to deliver quality products and personalized service, building long-term customer relationships. For more than 30 years, HCI Direct, Inc. has been delighting customers with its popular brands. Its leading brands, Silkies Enriche™ skincare and PainVanish® pain relief products have enjoyed explosive growth in recent years, joining its long-running brands of Silkies® hosiery and Sculptz® shapewear.

For more information, visit www.hcidirect.com, www.silkiesenriche.com, or contact Elizabeth Costello at: 612-940-7693 or [email protected].


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