WPP’s Maxus has been selected to handle strategic media planning duties for the North American region for SoftSheen-Carson Laboratories, a unit of L’Oreal. The shop will begin work on the account effective Oct. 1.
The assignment came after a review, the client confirmed. Aegis Media was the incumbent on the account. Interpublic Group’s UM will continue to handle traditional media buying and Moxie, a unit of Publicis Groupe’s ZenithOptimedia will continue to serve as digital buyer for the client.
“We were impressed by Maxus’ strategic capabilities and insights into where and how our consumer is engaging with media,” stated Erin Cast, vice president, marketing, SoftSheen-Carson.
Work on the account will be handled out of the Maxus Chicago office.
SoftSheen-Carson bills itself as the “haircare leader” for people of color. It’s part of the Consumer Products Division of L’Oreal. Brands include Dark and Lovely, Optimum, Lets Jam!, and Magic Shave. In the U.S., the client appears to be ramping up ad spending on those brands. For the first six months of 2013, combined spending on them totaled nearly $8 million according to Kantar, which is more than the company spent advertising them for all of 2012.