HARD CANDY TAPS HAMDAN
Byline: Julie Naughton
NEW YORK — Adel Hamdan has been named managing director of LVMH Moet Hennessy Louis Vuitton brands Hard Candy and Urban Decay, effective immediately.
A beauty industry veteran, Hamdan began his career in the Middle East with L’Oreal’s travel retail division. He has also worked in the Middle Eastern market for L’Oreal’s fine fragrances unit for travel retail and for Parfums Christian Dior’s travel retail unit.
Hamdan replaces Malcolm Kemp, who has left the company to pursue other interests. Kemp had joined Urban Decay in 1998 and became head of both Urban Decay and Hard Candy in 2000.
Hamdan has distinct goals for both brands, which have been under LVMH ownership for only a few years. LVMH acquired indie brand Hard Candy in May 1999 and rival Urban Decay less than a year later.
“I believe Hard Candy has a very strong personality and stands for something in the eyes of consumers,” Hamdan said, adding that the edge has worn off a bit — something he plans to remedy immediately. ” I want to move Hard Candy’s identity back to the fun, innovative brand it can be.” Hamdan is in the process of hiring a new head of marketing for Hard Candy, whom he declined to name. Once that person is on board, he said, he plans to implement new merchandising and marketing programs.
“With Urban Decay, we have the brands and the products are very consistent,” said Hamdan. “However, I am working closely with the marketing team to take it a bit further. I’d like for us to be present at fashion shows and at big PR events. I’d also like to expand distribution, and possibly to have stand-alone shops. As well, to improve efficiencies, we are integrating our backroom functions with those of our parent LVMH, which will allow us to focus on marketing, creation, and the sales aspect. For Urban Decay, it’s really an expansion plan.”