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Richard Gerstein Was CEO of P&G's Shuttered Reflect.com

By Published on .

CINCINNATI (Adage.com) -- Alberto-Culver Co. has named Richard Gerstein, former CEO of Procter & Gamble Co.’s recently shuttered Reflect.com customized beauty-care business, as chief marketing officer for worldwide consumer products.
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Reflect Brand Web Site and Stores Closed

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.

Consumer products
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.

Alberto-Culver’s agencies include Omnicom Group’s Element 79, Chicago, and Interpublic Group of Cos.’ Campbell-Mithun, Minneapolis. Aegis Group’s Carat, New York, handles media planning and buying.

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