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The brand, owned by Hong Kong fashion group International Esprit, is launching in the UK through agent Solar Active.

Brixton design and communication agency JP Creative has worked on the brand's launch positioning.

The Red Earth counter opened in Selfridges' London store last week and will roll out to its Birmingham and soon-to-be opened Manchester stores by the end of the month.

It will be the only cosmetics brand sold through the Spirit section of Selfridges, aimed at 18- to 25-year-old "urban sophisticates". Prices will start at about £3 and the Red Earth counter will feature interactive elements, such as touch screens and tester units.

The company also produces glossy 'Look Books' that show how and where colour cosmetics should be applied.

JP Creative, which was appointed without a pitch, has run a series of research groups into the brand to launch it into the UK market. The launch work involves a viral email campaign as well as promotional activity around Selfridges stores.

The main strapline used in the creative work will be 'With Red Earth there are no boundaries'. JP Creative director Nick Pearce said: "The positioning is about colour experimentation, having fun and not taking yourself too seriously."

JP Creative has also forged a strategic alliance for Red Earth with a fashion brand, which will be announced later this year at the Clothes Show Live, and will launch a UK-specific website within the next two weeks, at an address that has yet to be confirmed.

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