Kao USA announces agency change

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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