Jean-Paul Agon, CEO of L’Oréal has announced changes at the head of the Professional Products Division. The current Managing Director Nicolas Hieronimus has been appointed Managing Director of the Luxury Products Division, while An Verhulst-Santos has been appointed Managing Director of the Professional Products Division. These changes are effective as of January 1, 2011.
Nicolas Hieronimus was appointed Managing Director of the Professional Products Division in 2008. Recruited by L’Oréal when he was 23, he spent 18 years with the Consumer Products Division during which time he held, in particular, the positions of General Manager of Garnier in the UK and subsequently L’Oréal Paris in France, before creating the international L’Oréal Paris brand which he managed for nearly five years.
In 2005 he was appointed Managing Director of L’Oréal in Mexico with responsibility for all the Group’s Divisions. In 2008 he was appointed Managing Director of the Professional Products Division, where he pursued and expanded the modernisation of the division. The resulting momentum has been reflected in the very large market-share gains worldwide of this business.
INOA by L’Oréal Professionnel which launched a year ago, illustrates the momentum given to the professional market: this new service for permanent colour; no odour and no ammonia, has sustained market growth through a massive and unprecedented advertising campaign to bring back women into the salons.
L’Oréal Professional Products Division has also developed and expanded its portfolio of brands (eight in total) to offer all hairdressers around the world products and education that match their positioning, price level or customer type. This has resulted in the rapid expansion of the Matrix brand, particularly in new markets.
Nicolas Hieronimus shared with the profession, at the L’Oreal centenary in 2009, a new vision of professional beauty and salon environments, to be revealed with very concrete projects during Mondial Coiffure Beauté. During this event, the Professional Products Division of L’Oreal will demonstrate its commitment to supporting the development of the profession.
An Verhulst-Santos has been appointed Managing Director of the Professional Products Division succeeding to Nicolas Hieronimus as of January 1, 2011.
An Verhulst-Santos is a Professional Products expert, having spent all her career in the division. An began her career nearly 20 years ago in marketing with Professional Products in Belgium, her home country, where she became Marketing Director of L’Oréal Professionnel.
She moved to Paris in 1998 to take up the position of Marketing Director of the Europe zone and was appointed General Manager of the Professional Products Division in Holland in 2000. In 2004 she became General Manager of the Professional Products Division in Brazil and was appointed General Manager of the Professional Products Division in the US in 2008.
An Verhulst-Santos is behind much success, especially in Brazil where sales of the Professional Products Division has doubled in 4 years, and this in a country where the market shares of L’Oréal were already high.
This success was achieved thanks to her proximity to the profession that allowed her to develop a multi-brand targeted strategy, to put in place “product-service” concepts and to install an effective distribution system in Brazil.
She also launched in Brazil the program “Hairdressers against AIDS” in such an exemplary way, that Brazil is today a country of reference for this program of philanthropy.
Since late 2008, An Verhulst-Santos has been at the head of the professional division in the United States, with remarkable achievements, especially in distribution in the U.S. with the deployment of SalonCentric and the much anticipated launch of INOA.
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