Byline: Chantal Tode

NEW YORK — In an effort to extend its reach overseas, Revlon has named Joseph Heid, a veteran of Sara Lee’s personal products division, president of its international business.
At various times during his five-year tenure at Sara Lee, Heid headed up its personal care business in North America, South America and the Pacific Rim. He left the company in June. Prior to Sara Lee, he held positions with Guinness and Playtex.
George Fellows, president and chief executive officer of Revlon, said Heid will “play an integral role in continuing the success of our globalization strategy.”
Revlon’s international sales currently make up 40 percent of its business. In an interview earlier this year, Fellows said he expects overseas markets to make up 50 percent of sales within the next couple of years.
According to a company spokeswoman, one of Heid’s first mandates will be “to strengthen and broaden our core brands as well as to increase the company’s presence in existing and new markets.”
The brands ColorStay, Age Defying and Almay, among others, are currently available in areas such as China, India, Eastern Europe and South Africa. A couple of the regions where the company would like to improve its standing include Central Europe and South America.
Heid succeeds Alex Kumar, who left the company in July.
Heid’s appointment was announced Wednesday. That evening, the mood turned social as Fellows — flanked by Revlon colleagues, including spokeswomen Kim Delaney and Karen Duffy — trooped off to the Pierre Hotel for Gilda’s Club Comedy Gala, the organization’s annual fund-raising dinner.
The club, founded by the late comedienne Gilda Radner, forms a chain of support groups for cancer patients, and Wednesday’s ev’ent raised $400,000, “which is not chopped liver,” noted chairman William Sarnoff.
Even though the proceedings were laced with humor, the evening got off to a sober start, when Fellows stepped up to accept the corporate vision award for Revlon.
“When one woman’s life is touched by cancer,” he said, “it changes the lives of everyone around her — her family, her friends, her colleagues and all those who care. That’s where Gilda’s Club plays a critical role. It provides much-needed emotional support for all those struggling to live with their own cancer or that of someone they love.”

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