Mr. Kirk said the Frieda account was previously handled in-house.
Bozell, part of Interpublic Group of Cos., already handles advertising for several Andrew Jergens Co. brands, including Jergens skin-care lotion.
The agency could not be reached for comment by press time.
Frieda spent $12 million on measured media in 2001 and $9.4 million from January to July of this year, according to Taylor Nelson Sofres' CMR.
Frieda, maker of hair-care products, was recently acquired by Andrew Jergens.