L'Oreal posted $37.1 million in advertising placed with black-oriented media, according to Target Market News' current report, "The Buying Power of Black America." L'Oreal was the second largest ad spender in black media behind P&G.
"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.
Aegis Media was the incumbent agency 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.
SoftSheen-Carson bills itself as the "haircare leader" for people of color. It's brands include Dark and Lovely, Optimum, Lets Jam!, and Magic Shave.
Target Market News