HAIR CARE COMPANY USES FIRST CANADIAN PR AGENCY
By Adnews Staff
Germany-based Schwarzkopf Inc. is using a Canadian PR agency for the first time. The hair care product manufacturer hired Cohn & Wolfe of Toronto late last year without a review. The agency approached the client and did a pitch. Schwarzkopf was using a U.S. PR agency but hired a Canadian one because it had a good year last year and "they realized the value in terms of moving forward this year," Cohn & Wolf consumer practice vice-president and director Susan Willemsen told Adnews last week. Schwarzkopf makes hair care products and sells them only in salons. The products are sold under the Natural Styling, Bonacure and Igora names.
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