Agency to explore brand extensions in a variety of beauty and lifestyle categories

New York, NY – February 2, 2021 – Brandgenuity announced today that it has been selected by leading skincare and hair care manufacturer, Kao USA Inc., to be its exclusive licensing agency of record. The agency will build licensing programs for the company’s leading U.S. brands including Jergens and John Frieda.

Trusted for generations, Jergens skincare is the #1 brand in the hand and body lotion category and enjoys a loyal following. “Jergens is a brand that has been taking care of skin needs and helping people feel more comfortable in their skin for over 130 years. Our products are so trusted and loved, they continue to be passed down from generation to generation,” said Lisa McClinton, Associate Director at Kao. “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 was drawn to Brandgenuity’s CPG and trademark licensing background and track record for programs that extend the brand DNA. The agency will be working with Kao to expand into both health and beauty, hair care and lifestyle categories.

The team at Brandgenuity is looking forward to diving into these iconic brands. “We love these brands,” said Allison Lort, VP of Business Development at 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!”

About KAO
Kao USA Inc. is a leading manufacturer of premium beauty care brands that are recognized around the world for innovation and quality. The Kao USA Inc. portfolio includes; Jergens® and Curél® hand and body lotions; Bioré® facial care; John Frieda® hair care, Ban® antiperspirants, as well as Goldwell®, KMS® and Oribe® professional hair care and Molton Brown products for body and home. Founded in 1882, Kao USA Inc. is a wholly owned subsidiary of Kao Corporation, based in Tokyo, Japan.

About Brandgenuity
Brandgenuity is a leading global independent brand licensing agency who creates successful licensing programs for beloved global brands with new products and services that build brand equity, drive consumer engagement, and generate meaningful revenue through licensing relationships. The agency’s clients include BMW, Church & Dwight, Sazerac (Fireball Whisky, Buffalo Trace), Pnina Tornai, Mr. Kate, Zak Bagans, White Castle, Kahlua and others. For more information, visit our website http://brandgenuity.com or contact info@brandgenuity.com.