NEW YORK — In a reorganization of L’Oreal’s mass market businesses, the Maybelline/Garnier division has been placed within the newly created L’Oreal Consumer Products Group. The group also includes the L’Oreal Paris and SoftSheen/Carson brands, which were previously linked under the L’Oreal Consumer Products Division umbrella.
John R. Wendt, formerly president of Maybelline/Garnier, has been named executive vice president, corporate and public affairs, for L’Oreal USA, a new post. Wendt joined L’Oreal in 1980 as vice president of L’Oreal Cosmetics, and rose through a series of positions at the company including its luxury divisions. In 1996 he was appointed president of Maybelline when the mass cosmetics brand was acquired by L’Oreal. Under Wendt, Maybelline expanded into new categories and sharpened its position as a color authority. Its retail sales grew rapidly in the late Nineties, from $350 million in 1996 to $645 million in 2000. It overtook Revlon as the mass market cosmetics leader as it continued to run neck and neck with Cover Girl.
In his new role, Wendt will oversee the company’s external affairs with a focus on “building the image and reputation of L’Oreal USA,” said the company in a statement.
“John’s knowledge of L’Oreal, his success in both consumer retail and luxury products divisions and the strong relationships he had built in the trade and the cosmetics industry will serve him well in this very important and strategic new responsibility,” said Jean-Paul Agon, president and chief executive officer of L’Oreal USA, who announced the changes Friday.
Joseph J. Campinell, previously president of the L’Oreal Consumer Products Division, is now president of the expanded L’Oreal Consumer Products Group. Campinell joined L’Oreal in 1986 as vice president of marketing for the L’Oreal Retail Hair Division and then became senior vice president, general manager, of the division. He was named president of the L’Oreal Retail Hair and Cosmetic and Fragrance Division in 1996.

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