BEAUTY CARE

Lornamead hires two more executives

BY Antoinette Alexander

STAMFORD, Conn. Lornamead, a provider of personal care products, has announced the hiring of two additional branding professionals, bringing to six the number of Lornamead executive appointments over the past four months.

Named marketing director of hair care is Patti D’Agostino. Building on her product and brand development experience as director of marketing for Liz Claiborne cosmetics, D’Agostino established her own marketing consulting enterprise. Over the past 10 years she has advised various personal care companies in diverse classes of trade including Bobbi Brown and Bath & Body Works.

In addition, Karen Murabito has been named marketing director of skin care. Murabito joins Lornamead with experience in marketing such consumer brands as Clearasil, Herbal Essences and Marlboro. Most recently, she served as vice president of marketing for Maclaren, a baby gear company. Before that, she held positions in marketing and marketing research at Clairol, Boots Healthcare, Philip Morris USA and Yankelovich.

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Ultreo files countersuit against P&G regarding electric toothbrush

BY Antoinette Alexander

SEATTLE Toothbrush maker Ultreo has filed a countersuit against Procter & Gamble alleging that P&G, which makes the Oral-B power toothbrush, is misleading consumers and dental professionals by falsely disparaging Ultreo.

In September, P&G filed a lawsuit claiming that Ultreo used false advertising related to its ultrasound toothbrushes. Both suits were filed in the United States District Court for the Southern District of New York.

In its lawsuit, P&G sought to stop Ultreo from making the alleged false claims and to issue corrective advertising and literature. P&G sought to recover damages for Ultreo’s alleged false advertising and unfair competition.

As a testament to Ultreo’s confidence in its ultrasound technology, the company stated that it is encouraging dental professionals and consumers to try Ultreo exclusively for 30 days. If teeth don’t feel cleaner than ever before, users can return the product for a full refund.

The company stated that its Ultreo is a scientifically based product developed at the University of Washington in association with former scientists, engineers and executives of Optiva Corp., the developers of the original Sonicare toothbrush. It further states that the effectiveness of Ultreo is supported by scientific evidence, including human clinical studies.

“Our marketing focuses on the strong scientific evidence behind Ultreo and the proven consumer preference for the incredible feel of clean Ultreo provides,” stated Ultreo chief executive officer and president Jack Gallagher. “It’s obvious that this is the real source of concern for P&G. The fact that a $76 billion market leader is attacking and disparaging a $3 million startup offering a technical innovation simply validates Ultreo’s acceptance by the marketplace.”

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Bare Escentuals names Jim Taschetta as marketing officer

BY Antoinette Alexander

SAN FRANCISCO Bare Escentuals, which is known for its mineral-based makeup, has appointed former Procter & Gamble executive Jim Taschetta to the newly created position of chief marketing officer.

Taschetta, who is a 20-year marketing veteran, has held positions at Visa USA, Yodlee, The Coca-Cola Co. and P&G. Most recently, he served as senior vice president of marketing strategy and planning at Visa USA. Before that he spent 10 years in brand management at P&G, including seven years overseas where he managed the hair care and bar soap categories for Argentina and Uruguay.

In addition, Diane Miles as president of wholesale/international will oversee all of the company’s bricks-and-mortar wholesale relationships including Sephora, Ulta, department stores and spas as well as Bare Escentuals’ international business.

The company is searching for a president of retail who will oversee all aspects of Bare Escentuals’ company-owned boutiques.

Each position reports to Leslie Blodgett, chief executive officer.

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