Aveda raids L’Oréal for Europe chief

Beauty company Aveda has appointed Emanuel Rey as European marketing director. He joins from cosmetics company L’Oréal, where he worked in the marketing department.

Rey will be responsible for developing the brand across Europe and will be launching Aveda in new markets such as France, Spain and Scandinavia over the next two to three years.

Rey has spent two months training at Aveda’s US headquarters, and will work with Aveda’s US marketing team to adapt campaigns for the European market. He will be responsible for developing a marketing strategy to support the brand’s expansion. Rey reports to Aveda general manager Amanda Le Roux.

Aveda is due to launch its Elemental Nature brand, a holistic skincare range, this spring. It is based on the elements, earth, wind, fire and water; customers fill in a questionnaire to see which element they are. A personalised programme of products and spa treatments is then developed. Aveda is also launching Colour Current, a hair colouring product for the professional market, this summer.

Aveda has a number of ranges, including haircare, skincare, make-up, perfume and accessories, as well as a chain of spas and salons. It specialises in natural products and promotes an environmental sustainability policy.

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