EAST WINDSOR, NJ: Kitchenware and personal care product maker Conair has selected Kaplow after an RFP to help it launch a hair appliance in the coming weeks.
Conair, which manufactures kitchen electrics and cookware, personal care products, and health and beauty items for professionals and consumers, reviewed “a bunch” of firms for the business, said Robert Dixon, VP of advertising and communications at Conair.
Kaplow and Tractenberg & Co., which Conair works with on its John Frieda hair-care line, were in the final round. The budget of the account is $300,000-plus through the end of the year, said Dixon.
Conair selected Kaplow because of the firm's “innovative and energizing” ideas, passion for the hair appliance business, and experience working with brands such as Target and CVS.
“When we're launching something new and innovative, we want to look for a PR partner that has a vision, understands our business, and is willing to partner and make some news and splash about it,” he added.
PR is part of Conair's creative services group, which Dixon manages.
To promote the new hair appliance, which is set to launch in the next few weeks, Kaplow will engage consumer and professional hair and beauty publications. Dixon said the firm will also collaborate on social media with Conair's in-house team.
While the contract runs through the end of this year, Dixon said the company will reassess the scope of work for Kaplow in 2014.
In addition to winning Conair's business, Kaplow was brought on as agency partner for leg-wear brand No nonsense following a competitive review. Kaplow will handle traditional PR, media relations, social media platform management, and social media content creation for No nonsense.