After years of no marketing investment or agency relationships, beauty brand Goody is aiming to return in 2010 with a new look, new products and new ad agency. The brand, owned by Newell Rubbermaid, recently invited ad shops to take part in a review, and in the end it tapped Interpublic Group of Cos.’ Gotham, New York as its new creative agency of record.

“We admire Gotham’s experience and work they’ve done in the cosmetics category and with luxury brands,” says Kim Hoelting, Goody’s VP of marketing, adding that the decision to hire an agency to help market Goody comes as the brand is staging a transformation to go from what is a “functional brand for consumers” to a “modern, confident beauty brand.”

“We’ve been working over the past year on strengthening the Goody brand, working on rolling out new packaging, a new logo and more. We have some phenomenal new products we’re launching in 2010 that we really believe in, so we’re making an investment in advertising to share our new products with consumers,” she adds.

Goody, which is based in Atlanta, was acquired by Newell Rubbermaid in 1993 and its portfolio currently consists of hair-styling tools and accessories, such as brushes, hair elastics and pins. The new work from Gotham is expected to break in the first quarter of 2010, and the media plan includes an online, print and a TV assault. “We spent next to nothing in previous years, so we are definitely stepping up,” Hoelting says.