Bristol-Myers Squibb UK, the toiletries and hair-care company, has drafted in its marketer from Thailand, Simon Worraker, as marketing director for the UK and Ireland.
Worraker, who has already started his new role, reports to the general manager for UK & Ireland, Chris Elshaw.
Following the appointment the company has announced a large increase in ad spend for the Clairol Herbal Essences brand this year to &£8.9m. Last year it spent &£3.2m on the brand.
Clairol is also set to launch a sub-range to the Herbal Essences brand next month. Called Natural Volume System, the range will target 16to 34-year-old ABC1 females and will include a shampoo, a conditioner and a root volumiser.
Last year, Herbal Essences turned over $448m (&£311m) worldwide.
The launch will be supported by a television, cinema and press campaign, which will be created by Banks Hoggins O’Shea. The media will be handled by MediaVest UK.
Simon Worraker says: “Herbal Essences Natural Volume System was developed to address a true consumer need. In research, 47 per cent of UK consumers told us that their hair lacked body.
“We feel that the new system will provide an incremental sales opportunity for retailers by fulfilling the consumer desire for hair with body without excessive styling.”
Bristol-Myers is continuing to prepare for the possible disposal of its Clairol beauty product business. Last September the company announced that Clairol was up for sale, as it decided to focus on its pharmaceuticals business.