BALTIMORE: KMS, a provider of salon hair care products, has selected Warschawski Public Relations to help with branding, marketing, and media relations work surrounding a corporate rebranding and new product launch.
"KMS was a strong brand when it launched in the '70s and through the '90s, but then it started to decline for a good ten years due to strong competition," said Sue Hilger, KMS VP of Marketing. "That's why we're relaunching; we want to take the [lead] back and surpass it."
KMS California, as the brand will be called post-relaunch in January 2006, will target a younger demographic.
"The fact that they don't know the KMS brand is huge opportunity for us," Hilger said, but declined to discuss specifics.
Warschawski will handle North American grassroots and media relations initiatives leading up to and after the brand relaunch.