27: Carol Hamilton

President, L'Oreal Paris, L'Oreal USA

Published on .

POWER PLAY: Carol Hamilton has been creating alliances over the last year to engage consumers in new channels. In addition to using traditional spokesmodels and ties to award shows, Ms. Hamilton, 54, forged a marketing alliance with Weinstein Co. for product integrations and promotions. She named R/GA interactive agency of record to help with creative aspects of iCRM, mobile marketing and interactive TV. Signing Diane Keaton to appeal to the 60-plus consumer for Age Perfect Pro-Calcium line has been a success.

DOWNSIDE: The High Intensity Pigment line Ms. Hamilton launched in February for African-Americans and Latinas has shown disappointing sales results despite-or some say because of-an edgy campaign from in-house Image Lab. That effort has since been replaced. There's also skepticism that the new Vive Pro launch will help L'Oreal best haircare leader Procter & Gamble.

AD BUDGET: $607.5 million


* Interpublic's McCann Erickson, ID Media, R/GA and Universal McCann, N.Y.

* La Micela, N.Y.
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