Milani Cosmetics has recruited five new executives as it builds out for revved-up growth and product innovation.
The appointments come as demand for Milani’s multicultural positioning is hitting on all cylinders. At the recent ECRM meeting, buyers said they are getting instructions from their chief executive officers to find more beauty products to serve the needs multiethnic consumers.
Milani tapped executives with extensive experience in the beauty business, especially in extending distribution domestically and abroad.
Rhonda Baron has been named vice president of sales and business development. She has more than 20 years of experience with firms including Chrislie Formulations, Almay/Revlon and Sally Hansen. Cindy Cirlin has been named vice president of product development. She comes with a background of successful product introduction and restaging of existing brands from L’Oréal, Estée Lauder and Revlon.
Stepping into the role of chief financial officer is Gina Hagen, who has worked at OPI Products and Trust Co. of the West. Surawati Tirta is the new vice president of regulatory, also a veteran of OPI as well as Natrol.
Mona Monaghan-Kelliher, a well-known name in beauty marketing, has been hired as chief marketing officer. Monaghan-Kelliher’s portfolio consists of managing partner of the MMK Group, North America; senior vice president and general manager of Sally Hansen; vice president of marketing at Estée Lauder and senior marketing positions at Revlon, both domestically and abroad.
“This dynamic and unique group of industry leaders is the key to strengthening our core business and preparing us for growth through strategic initiatives and product innovation,” said ceo Ralph Bijou. “Each member of our senior team brings value to the company.”
With its new team in place, Milani will kick off the spring season with widespread print advertising, digital and social initiatives, promotional activities at retail, a revamped Web site and a public relations campaign. Industry sources estimate spending will exceed $5 million. Two extensive market research studies were used to develop the strategies.
In addition to new problem-solving lip and brow beauty essentials launched this month, Milani said it plans to introduce two innovative eye and nail items in the second half of the year.