KMS California expands relationship with Warschawski

BALTIMORE: KMS, a provider of salon hair care products, has named Warschawski as its global AOR after working with the firm for its North American launch.

BALTIMORE: KMS, a provider of salon hair care products, has named Warschawski as its global AOR after working with the firm for its North American launch.

The company signed Warschawski in August to launch the KMS California line in North America. Now, the agency will now help launch the line worldwide with media outreach, and promotional activity. KMS California has already been launched in Australia and New Zealand, with Asia and Europe coming next. Billings are undisclosed.

Warschawski will work with KMS' in-house PR teams across the globe, helping different markets pitch the media and positioning KMS style personnel as industry hair care experts. Cory Couts, VP of global business development for KMS California, said a separate PR program will be tailored to each country depending on each market's sophistication.

"Warschawski will be working with us to make sure each country has the PR tools it needs, [as well as] providing analysis and guidance," said Couts. "They won't be parachuting in each country, but rather making sure we have a coordinated effort."

Amy Christopher, Warschawski SVP, said the agency's US work has involved "desk side" events where KMS styling artists have met with beauty and fashion editors and a promotional event, called I AM KMS California. At Web site IamKMSCalifornia.com, consumers can submit a 250-word essay about why one should be the face of KMS California, and four photos. After a vetting process, six finalists will receive a year's supply of KMS products and be included in advertising and media relations for the KMS brand.

Additionally, Warschawski is overhauling KMS' intranet in order to facilitate more efficient internal communications.

"The internal website is to be utilized as a global resource for the company," where the company will report on its successes, which will energize its employees, Christopher said.

"With [marketing] in 40-plus countries, we would like to have one online clearing house," for PR, Couts said.

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