SANOFI REVAMPS BEAUTY; BASTIEN IS OUT

Byline: Alicia Drake

PARIS — In yet another round of personnel and strategy upheavals within the Sanofi Beaute division, Vincent Bastien has left his position as managing director, and the Sanofi cosmetics division has been further decentralized.
Sanofi Beaute will no longer exist under that name. Instead it will be referred to as the Beauty Sector of parent Sanofi, and the Sanofi beauty brands — Yves Saint Laurent Parfums, Van Cleef & Arpels, Oscar de la Renta, Fendi, Krizia and Roger et Gallet — will be run as autonomous businesses.
Under the old setup, each brand had a managing director. That will continue, but the managers will now report to Raymond Ortal, who has been appointed director in charge of coordinating and monitoring the beauty brands. He, in turn, will report to Sanofi chairman Jean-Francois Dehecq.
Ortal, a former Sanofi executive who left the company two years ago, is returning after a stint with the German Bio-Industrie.
The brand managing directors are Michel Chauvin at Yves Saint Laurent, Jean-Frederic Bernard at Van Cleef & Arpels — both appointed in July — Jane O’Connor at Oscar de la Renta and Ricardo Sanguinetti at Fendi and Krizia. A managing director for Roger et Gallet has yet to be appointed.
“This is the logical conclusion of a strategy begun two years ago to make the beauty brands autonomous and into individual houses,” said a spokesman.
Bastien joined Sanofi in January 1995, having worked as managing director for Louis Vuitton for seven years and before that at the French glassware manufacturer Saint Gobain. During his tenure, the beauty division sustained poor financial results, with sales down 3 percent in the first term of 1996. [For latest results, see page 15.]
Bastien’s exit is the latest in a series of dramatic personnel changes at Sanofi Beaute, including the resignation last January of Pierre Berlaincourt as coordinator for international markets at Sanofi Beaute.
The previous October, Patricia Turk-Paquelier, YSL Parfum’s international brand president, abruptly resigned. Before that, in September 1994 Lawrence J. Aiken departed as president and chief executive officer of the U.S. arm of Sanofi Beaute, and in March 1994 Claude Saujet, the then chairman and ceo of Sanofi Beaute, was abruptly forced out.

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