Cosmoprod to Relaunch De Silva Brands
MILAN — Italian beauty marketer Diana De Silva has a new business strategy in the making — thanks to an acquisition of the firm earlier this spring by Cosmoprod, a newly formed company.

Diana De Silva also has taken on the same moniker as its new holding company, which was formed in February.

A spokeswoman said Cosmoprod’s management team was formulating a relaunch and restyling plan for Diana De Silva’s brands, which include fragrance licenses for Mauboussin and Claude Montana and a makeup and skin care brand called Hanorah.

Leading the effort is Marcello Cipriani, who was president of Cosmoprod when it was formed and subsequently became president of Diana De Silva when Cosmoprod made the acquisition for an undisclosed sum on March 31.

Though terms of the sale were not divulged, the spokeswoman said the deal included Cosmoprod taking on Diana De Silva’s workforce of 167 employees, as well as maintaining the firm’s headquarters in Rho, near Milan, where the beauty firm oversees its production.

Diana De Silva generated $158 million in sales in 2003 and underwent internal reorganization in 2004, when it closed its Parisian subsidiary and moved all of its activities from its French headquarters to Milan. Also, last November, Diana De Silva’s fragrance license for Byblos expired and it was then landed by Eurocosmesi.
— Stephanie Epiro

Lauder’s Tricon Awarded Chevalier
PARIS — The vice president of Estee Lauder’s European Product Development Center, Marie-Rose Tricon, 44, has been awarded France’s Chevalier de l’Ordre National du Merite (Knight of the National Order of Merit), a title that ranks second to the country’s highest distinction, the Legion of Honor.

In presenting the award at a private club adjacent to the French presidential palace, former state secretary and president of France’s ruling party, Nicolas Sarkozy, paid tribute to Tricon’s career and her services to France. A Vietnamese native who fled to France from Saigon during the Vietnam War, Tricon joined Estee Lauder in 1991 and went on to become its marketing director for Europe in 1995. Six years ago, she created the company’s European Product Development Center.

This story first appeared in the June 1, 2005 issue of WWD. Subscribe Today.

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“I brought a French touch and a French style to an American brand,” said Tricon. “It shows that [chairman of the board] Leonard Lauder had trust in me. Then again, Mrs. [Estee] Lauder herself was also an emigrant.”

The National Order of Merit, bestowed annually by the French government, recognizes outstanding achievement among individuals in the military and civil service as well as in the private sector.
— Jennifer Joan Lee

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