BEAUTY CARE

Belvada picks Joyner to help sell new mascara pen

BY Antoinette Alexander

DALLAS The Joyner Sales Agency has signed Belvada Cosmetics of Quebec, Canada, as one of their newest clients to help the company promote its new mascara pen.

Unlike the traditional tube-and-applicator system, the pen-like applicator protects the reserve product by not exposing it the elements—only the brush has contact with the air.

“Our primary goal with Belvada is to bring this fresh, new product to market and to boost their brand awareness at retail,” stated Lisa Balsera, vice president of sales for Joyner Sales Agency. 

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L’Oreal sues eBay over counterfeit fragrance auctions

BY Antoinette Alexander

PARIS L’Oreal is taking legal action against eBay in five European countries, alleging that the online auctioneer is not doing enough to pull the plug on the sale of counterfeit cosmetics and perfumes through its Web site.

The legal proceedings were launched against eBay in France, Germany, Britain, Belgium and Spain.

“L’Oreal has been facing an increasing volume of illicit trade in fake fragrances and fake cosmetic products on some online auction sites. These sites also feature luxury products for sale in significant quantities by unauthorized dealers, including products without outer packaging or leaflets containing health and safety information such as ingredients lists and precautionary warnings,” L’Oreal stated. “Consequently, L’Oreal has decided to take legal action to protect the consumers, preserve the quality of its selective luxury distribution network and defend the reputation of its trademarks.”

In a prepared statement, an eBay spokesperson said, “We are disappointed L’Oreal has filed a lawsuit against eBay, given that we have been actively supporting their brand protection efforts. As a responsible company that works with more than 18,000 rights owners, we will continue to act on their reports. We regret that we find ourselves caught in the cross-fire between L’Oreal and a small number of individuals who are alleged to have infringed L’Oreal’s trade marks. We do not wish or intend to take sides, but we will fight the legal action because we believe L’Oreal’s claims against eBay are without merit.”

The action by L’Oreal follows similar action taken against eBay by such companies as luxury groups LVMH Moet Hennessy Louis Vuitton and the French conglomerate PPR. 

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LVMH announces several personnel appointments for October

BY Antoinette Alexander

PARIS Luxury goods group LVMH Moet Hennessy Louis Vuitton announced several appointments, effective Oct. 1, in its Selective Distribution and Perfumes & Cosmetics activities, including the appointment of former Procter & Gamble executive Renato Semerari as president and chief executive officer of Sephora Europe.

Semerari currently serves as president and chief executive officer of Guerlain. In his new role, Semerari will report to Jacques Levy, president and chief executive officer of Sephora.

Semerari started his career in 1986 with P&G. There he held positions of increasing responsibility in Italy and the UK. His last assignment at P&G was marketing director for Southern Europe. In 1999, he joined LVMH as International marketing director of Parfums Christian Dior. In 2002, he was appointed President and chief executive officer of Guerlain.

Laurent Boillot, current general manager of Guerlain, has been appointed president and chief executive officer of Guerlain. Boillot will report to Toni Belloni, LVMH group managing director. 

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