BBH will now handle the Persil and Skip brands in Europe, Wisk and Sunlight in North America, and Omo brands in parts of Latin America.
Lowe has hung on to Omo in some markets, including Asia, Africa, the Caribbean and several Latin American markets, despite the pitch being billed as a winner-takes-all affair when it was revealed in February.
It is the second blow this week for WPP Group-owned JWT, which was also on the British Airways shortlist before losing out on the £60m account -- also to BBH.
JWT had also worked on Unilever's Vaseline account, which was handed to BBH last month.
"It's fair to say that we're not having a bad week here at BBH," Simon Sherwood, chief operating officer of BBH Worldwide, said.
BBH will continue to use the "dirt is good" strategy created for the brand by Lowe in 2003.
The move brings the agency's total Unilever billings to over $500m. It already handled Surf and deodorant brand Lynx.
Keith Weed, Unilever's group vice-president for global homecare, said: "We were deeply impressed with the quality of the thinking and the work presented by all three agencies.
"We undertook a rigorous pitch process and ultimately decided that BBH offered the greatest strategic insight, creativity and vision for the future of the brand."
Unilever said that the review would not affect Lowe or JWT's work on other brands and that they continued to be "valued partners".
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