Joico, the hair care and beauty unit of Japanese cosmetics giant Shiseido Co., is calling for pitches to guide PR and communications as it eyes a larger profile among consumers and stronger connection to a growing younger audience.
The agency of record account covers Joico, Beth Minardi Signature and the Minardi Luxury Color Care products.
Joice was started by a southern California hairstylist in 1975 and now encompasses shampoos, hair sprays, hair coloring and other products.
Key targets of its PR efforts are consumer women and salons. An image revamp earlier this year has the company eying a larger consumer profile. An RFP released to this website identifies weaknesses as a lack of focus and consumer awareness, low brand recognition, perception of its K-PAK line as outdated, and a "disconnect with a growing younger audience."
The account carries an $8K monthly retainer.
Proposals are due Nov. 7.
PR manager Guillermo Guereque (GGuereque [at] joico [dot] com) is overseeing the search.
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