Byline: Laura Klepacki

NEW YORK — Joseph Campinell, president of L’Oreal Consumer Products Group, whose domain now includes Maybelline/Garnier, said not to expect any drastic changes at the top-selling mass cosmetics brand.
Last Friday, Maybelline was added to Campinell’s purview when former Maybelline president John Wendt was named to a new post — executive vice president, corporate and public affairs for L’Oreal USA.
In a telephone interview Thursday, Campinell said he wants to “continue the fine work that John Wendt and the team has done.” Under Wendt’s direction, Maybelline’s retail sales rose from $350 million in 1996 to $645 million in 2000.
Campinell, who also oversees the L’Oreal Paris and SoftSheen/Carson divisions, said “there is no intention to consolidate any of the functions” among its mass brands. Regarding Maybelline, “I don’t see any change in the strategy,” said Campinell. “I will continue with the development of the brand, with heavy emphasis on Moisture Whip and Great Lash brands, along with the several new products planned.” Recent Maybelline successes, he said, include Lash Discovery mascara, Wet Shine Diamond lipstick and Wet Shine nail enamel.
Maybelline executives who reported to Wendt will now report to Campinell.
In his new post, Wendt is responsible for the company’s external affairs and will focus on “building the image and reputation of L’Oreal USA,” according to the company.
“These executive changes will allow L’Oreal USA to respond to the increasingly competitive mass market and insure that the company is represented as an industry leader,” said Jean-Paul Agon, president and chief executive officer of L’Oreal USA, in a statement.

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