Mr. Gerstein, 40, was with P&G’s Reflect venture from its beginning, first as chief marketing officer and later as CEO. P&G said earlier this month it is shutting down the site, a highly touted experiment in mass customization when it began in 1999.
At Alberto-Culver, Mr. Gerstein is overseeing marketing for almost all of the company’s consumer products business, including the Alberto VO5, Tresemme and St. Ives brands. Chief marketing officers for hair and skin care report to him.
Mr. Gerstein reports to Jim Marino, president of Alberto-Culver Consumer Products Worldwide, who recently moved up to that position when Carol Bernick became chairman of the company earlier this year.
“We’re very excited to have him,” an Alberto-Culver spokesman said, adding that Mr. Gerstein joined the company last month.