Kao USA has launched a review of creative responsibilities for global brands John Frieda, Jergens, Biore and Curel.
Last year, U.S. spending on those brands exceeded $38 million, according to Nielsen. That figure, however, does not include online expenditures.
“We are deeply grateful to KBS+P and their partnership for the past 10 years,” said Dave Muenz, regional executive officer for Kao’s mass business. “We had a good run and look forward to selecting a new agency partner.”
When Kirshenbaum Bond won the account in 2003, annual media spending approached $100 million.
The review does not affect other Kao USA agencies, such as those that buy media or create digital ads in key markets.
Kao has retained Joanne Davis Consulting/SCAN International to manage the search, which is expected to conclude by May.