BEAUTY CARE

Kao USA announces agency change

BY Antoinette Alexander

CINCINNATI — Beauty brand Kao USA — whose portfolio includes Jergens, Curel and Biore — announced on Friday that it is separating from agency KBS+P.

Kao, who said the decision was mutual, is conducting a closed review for its global creative account for the following brands: John Frieda, Jergens, Biore and Curel. KBS+P, Kao’s agency for the past 10 years, will not participate. The review does not affect other Kao USA agencies for media and digital in Kao’s key markets.

Dave Muenz, regional executive officer for Kao’s Mass business, said, "We are deeply grateful to KBS+P and their partnership for the past 10 years. We have had a good run and look forward to selecting a new agency partner."

Lori Senecal, CEO of KBS+P, added: "We have worked with the Kao Company for 10 years and shared many successes in developing their impressive portfolio of brands. We have reached a natural inflection point and, having examined how our respective organizations have evolved during this time, we jointly decided to pursue other partners and opportunities."

Kao USA has retained Joanne Davis Consulting/SCAN International to assist in the review that is expected to conclude by May.

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Alberto V05 introduces new Men’s 3-in-1

BY Antoinette Alexander

STAMFORD, Conn. — The Alberto VO5 brand, which is owned by High Ridge Brands, has introduced its new VO5 Men’s 3-in-1, combining VO5 shampoo, conditioner and body wash.  

VO5 Men’s 3-in-1 represents another first, in extending the brand’s proprietary five-essential-vitamin formula beyond hair care to body care. It is available in such masculine scents as Ocean Surge and Fresh Energy.  The suggested retail price is 99 cents for 12.5 fl. oz.

"Consumers love the superior performance and value that VO5 hair care products deliver, and we saw an opportunity to extend VO5’s secret five-vitamin formula to the male segment," stated Nina Riley, VP marketing at High Ridge Brands. "VO5’s Men’s 3-in-1 is a phenomenal product that satisfies men’s need for a time-saving, head-to-toe shower experience."

 

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Gillette promotes new Clinical Clear Gel deodorant with ‘Pressure Points’ Web series

BY Antoinette Alexander

BOSTON — Procter & Gamble’s Gillette is promoting its new Clinical Clear Gel deodorant by partnering with the NFL, NFL.com and NFL Films to unveil “Pressure Points: Presented by Gillette Deodorant,” an eight-installment web series about three potential 2014 NFL Draft picks — defensive end Jadeveon Clowney, tight end Eric Ebron and quarterback Aaron Murray.

The road to the NFL requires rookies to keep their cool and perform at their best. With their spot in the Draft often coming down to their performance at the Combine, NFL hopefuls must give their all to secure a spot on Draft weekend. The Combine is a four-day showcase widely considered to be one of the “most challenging job interviews ever” that tests players’ physical and mental abilities in a pressure-packed environment. “Pressure Points” gives viewers an inside look at everything the players endure in preparation for the Combine; from the rigorous drills they must perform on the field to the mental toughness they must exhibit in team interviews and mental acuity tests.

“For most prospective players, the Combine will be their most important job interview,” stated Doug Sticksel, associate brand manager for Gillette Personal Care. “If these athletes count on Gillette Clinical Clear Gel to protect them during these physical and mental pressures, guys everywhere can be rest assured that this is will protect them during times when they are expected to perform at their best.”

The new Gillette Clinical Clear Gel deodorant is the first-ever clinical strength, clear gel antiperspirant and is designed to provide tough protection for the toughest sweat. Gillette Clinical Clear Gel is available in Cool Wave and Power Rush scents and goes on clear to provide 48-hour wetness and odor protection, the company stated. Clinical Clear Gel has a suggested retail price of $7.99.

“Pressure Points” will air on NFL.com/pressurepoints and at Gillette.com, with weekly installments posting each Wednesday through March 5. After a brief intermission following the NFL Combine, the miniseries will kick off again in the week leading up to the NFL Draft on May 8, with episodes airing each Wednesday through May 14.

 

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