Brandgenuity has been selected by skincare and hair care manufacturer Kao to be its exclusive licensing agency of record for the company’s U.S. brands including Jergens and John Frieda.

“Jergens is a brand that has been taking care of skin needs and helping people feel more comfortable in their skin for more than 130 years,” says Lisa McClinton, associate director, Kao. “Our products are so trusted and loved, they continue to be passed down from generation to generation. We cannot wait to explore the ways in which licensing can help us expand our footprint and deepen our relevance with consumers and retailers.”

“Rooted with the understanding that all hair types are unique and require different needs, the John Frieda brand has developed some of the most iconic and beloved products for consumers such as Frizz Ease Serum, the Sheer Blonde and Brilliant Brunette Collections as well as Precision Foam Haircolor,” says McClinton. “The licensing program will build on this point of difference and expand the tool kit available to women. Brandgenuity can help us get there and delight our consumers.”

Kao and Brandgenuity will work together to expand both brands into health and beauty, hair care and lifestyle categories.

“We love these brands,” says  Allison Lort, vice president, business development, Brandgenuity. “They have mass appeal and great awareness, and they tap into something deeply emotional for the consumer. If we can leverage that, it’s a home run.”