PARIS — In the latest executive shuffle at L’Oreal headquarters here, Jean-Paul Agon, international managing director for Biotherm, has been appointed general manager of L’Oreal’s mass market divisions for Germany.
Agon, who led Biotherm for five years, succeeds Thierry Paternot. He will oversee both mass market cosmetics and hair care brands.
Paternot has not yet been named to a new post, according to L’Oreal officials. Patrick Bizot, who is the former European zone manager for L’Oreal’s prestige brands, succeeded Agon on Sept. 15.
In the last few years, Biotherm was given updated packaging and a new advertising campaign that emphasizes nature and simplicity, an apparent answer to the industry’s New Age marketing trend, represented by Body Shop and its competitors.
Price points have been cut in some world markets, including the U.S.

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