Luxury fragrance and cosmetics brand Parfums Givenchy has appointed L’Oréal marketer Kareen Lafon-Levacher as marketing director. She replaces Heather Fallon, who left to join Benefit in the same role at the start of the year (MW January 15).
Lafon-Levacher joins the brand, which is owned by Groupe LVMH, from L’Oréal in Paris, where she spent seven years. She had a variety of different roles across the brand, including positions in strategic and development marketing. She takes over the new role immediately.
She will oversee the brand’s current strategy of repositioning itself as one of the top fragrance and cosmetics brands. It is reviewing its product range and has already overhauled its Le Miroir cosmetics range. It replaced this line with a miniature line of products called Le Makeup, which was designed to be more convenient for consumers (MW February 26).
The relaunch coincided with the redesign of Givenchy’s in-store environment and the introduction of a new colour-coded scheme for the Givenchy “4 G” logo. All products for eyes now have a blue logo and all products for lips and nails have a red logo. It is part of an attempt to introduce consistency across the Givenchy range.
The company has recently launched Givenchy Pour Homme Blue Label to attract male consumers.