Christian Dior has appointed Sophie Lorge as marketing director of its cosmetics and fragrances division in the UK and Ireland.
She joins as the division moves away from tactical promotional activity and reinforces its credentials as a luxury brand.
Lorge, who was previously UK marketing manager at Rimmel, replaces Anna Persaud, who is leaving the company next month. It is understood that Persaud has relocated to France.
Vincent Jeanniard, general manager for the cosmetics arm, says the division has increased its marketing spend by 70% in 2008. This increase is expected to include a heavyweight TV and outdoor presence over Christmas.
He adds that it is spending 42% more on advertising its fragrances, including a new J’Adore variant and Dior Sport for men.
Jeanniard says/ “We want to bolster Dior purely as a high-end luxury brand. The focus will now be on advertising, outdoor campaigns, retail and innovative media spending.”
The company has focused on aggressive promotional tactics across its cosmetics and fragrances portfolio in the UK over recent years in an attempt to “reiterate” the company’s luxury and prestige positioning.