Beauty products giant L’OrÃ©al has appointed its Italian luxury products chief Claudio Collarile to head its LancÃ´me business in the UK.
Collarile’s appointment follows the promotion of previous LancÃ´me general manager Thierry Cheval to director for international development for LancÃ´me. Cheval will be based in Paris.
Collarile will oversee the marketing and sales duties for the LancÃ´me brand in the UK, where it is positioned as a premium competitor for the company. Collarile is already an experienced marketer for L’OrÃ©al’s premium products, having overseen the luxury products division for L’OrÃ©al in Italy as general manager. Collarile will start in the UK next week.
Last year, L’OrÃ©al invested a media spend of more than £4m behind the LancÃ´me brand. Ad agencies on the L’OrÃ©al roster include Publicis and McCann Erickson. Universal McCann handles media duties for L’OrÃ©al, although a recent foray into advertiser-funded programming for LancÃ´me was overseen by Zenith Optimedia’s sponsorship arm Alliance. An ITV1 documentary is to showcase highlights and backstage interviews from the LancÃ´me Colour Design Awards as part of the brand’s promotional support this year (MW March 11).
Last year, L’OrÃ©al successfully extended the LancÃ´me range with a raft of male products under the LancÃ´me Homme banner to tap into the growing men’s grooming sector (MW July 3, 2003).