L’OrÃ©al UK, the cosmetics and haircare giant, has appointed Sophie Gasperment as its new general manager, with overall responsibility for marketing.
Gasperment joins the UK division of L’OrÃ©al from the group’s head office in Paris, where she was worldwide director of cosmetics development.
She has also held the position of European marketing director.
Gasperment replaces Christophe Leguay, who is taking up an international strategic management role at L’OrÃ©al Paris.
Leguay was responsible for introducing to the UK the high-profile “Because I’m worth it” TV campaigns, featuring actors Andie MacDowell and Jennifer Aniston, model Kate Moss and footballer David Ginola.
Gasperment has held various roles at L’Oreal during her 14 years at the group.
She oversaw the launch of Plenitude skincare products shortly after joining the group, and was instrumental in the European roll-out of the Elvive shampoo range last year.
Gasperment will head the marketing department at L’OrÃ©al UK, and will also have responsibility for commercial activity. She will report to managing director Geoff Skingsley.
L’OrÃ©al UK marketing manager Patrick Kullenberg will report to Gasperment.
L’OrÃ©al is the world’s leading cosmetics company, with global sales of £6bn. Products include LancÃ´me cosmetics and fragrances and the Maybelline cosmetics.
L’OrÃ©al’s roster agencies McCann-Erickson and Publicis handle creative accounts in the UK. Media is handled by Universal McCann and Optimedia.