BEAUTY CARE

Revlon names new president of Elizabeth Arden, fragrances

BY David Salazar
NEW YORK — Revlon’s fragrances and Elizabeth Arden divisions have new leadership. The company announced Tuesday that it had appointed Serge Jureidini as president, Elizabeth Arden and fragrances. He will report directly to Revlon president and CEO Fabian Garcia. 
 
Jureidini succeeds both JuE Wong, who will be leaving the company, effective March 31, and the president fragrances George Cleary, who left Revlon recently. In his new role, Jureidini will oversee the fragrance division’s and Elizabeth Arden brand’s strategic direction and growth priorities. 
 
“As we continue to build and strengthen our portfolio of iconic brands, Serge’s over 25 years of experience in the beauty industry, across all product categories, as a supplier to the industry and leading brands in the prestige channel, will help us achieve our growth ambitions,” Garcia said. “His extensive knowledge of the prestige and specialty channels and leadership experience with both multi-category franchise brands and fine fragrances make him a great fit for this strategic role.”
 
Jureidini joins Revlon from Arcade Beauty, where he was president and CEO of the private equity-owned company that focuses on multisensory sampling beauty solutions. Previously, he spent 20 years at L’Oréal, where he was in managing roles in its luxury division in EMEA, Asia and North America. His most recent L’Oréal roles were was president of the company’s designer fragrances division and president of Lancôme USA. 
 
“We are delighted to have Serge join the team of industry leaders that we are assembling to advance our growth strategy and position Revlon as a world-class beauty leader,” Garcia said. 
 
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Colgate launches Advanced Health mouthwash, year 2 of Simplemente Saludable

BY David Salazar
NEW YORK — Colgate is celebrating the launch of a new product at the same time it kicks off the second year of its Simplemente Saludable (Simply Healthy) program. This year, the company will partner with Chef Lala and yoga instructor Yudy Arias, as well as TV host Karla Martinez and dentist Karent Sierra, to educate Latinas to invest in healthy lifestyles, starting with oral health. 
 
The campaign’s second year comes as the company launches Colgate Total Advanced Health mouthwash, which the company says combines germ killing ingredients with breath-freshening power. Consumers shake the bottle to activate the formula, gargle and rinse to remove bacteria. As part of the launch, Simplemente Saludable will emphasize simple ways to shake up a health-and-wellness routine for better total health. 
 
Colgate’s bilingual Twitter account, @SonrisaColgate, will feature the experts discussing such topics as women’s empowerment and self-help, the best oral health routines, nutritious twists on Latin cuisine and at-home exercise routines. 
 
"We're incredibly excited to introduce the new Colgate Total Advanced Health Mouthwash alongside the relaunch of our Simplemente Saludable initiative," Colgate-Palmolive GM multicultural marketing Carla Kelly said. "By leveraging our panel of successful Latina influencers, we will be able to shake up the health and wellness routines of Latinas nationwide in an effort to engage, educate and reinvigorate their commitment to proper oral health as well as physical and mental wellness."
 
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IRI, Experian establish better marketing ROI through partnership

BY Michael Johnsen

CHICAGO — IRI on Monday partnered with Experian on a initiative designed to drive a better return on advertising spend for marketers and improve shopping experiences.

The joint effort enables marketers to leverage IRI ProScores, an audience targeting solution built from household purchase data. As part of the agreement, Experian’s clients will have direct access to IRI ProScores.

“Today’s announcement … expands our partner ecosystem and demonstrates the continued adoption of IRI ProScores by leading marketing and technology companies," stated Srishti Gupta, president of the IRI Media Center of Excellence. "CPG purchase propensity scores have long been used by IRI clients to drive marketing personalization and effectiveness, and this expanded relationship opens up our valuable data assets to Experian’s clients and partners, enabling them to drive unique and personalized experiences for customers.” 

“In an age when consumers are constantly on the go and are bombarded with marketing messages, there’s an expectation for brands to deliver only highly personalized and extremely relevant communications to them," added Kevin Dean, president Experian Targeting. "Through our collaboration with IRI, we’re able to help marketers adapt to this environment and identify the target audiences for each marketing campaign, helping them to improve customer loyalty and see greater return on investment.”
 
IRI ProScores leverages demographic and other consumer data from Experian’s ConsumerView database and integrates it with IRI’s consumer purchase data to identify the most valuable purchasers. Marketers can utilize the information to determine consumers who have the propensity to purchase products within a specific category, subcategory or brand and deliver targeted communications with significantly enhanced relevancy to individual shoppers.

Many IRI clients have experienced more than a 200% lift in product sales for ad campaigns using IRI ProScores as a targeting element, IRI stated.

 

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