30. Carol Hamilton

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AD BUDGET: $535.9 million

AGENCIES INCLUDE: Interpublic's McCann Erickson and Universal McCann, N.Y. La Micela, N.Y.

POWER PLAY: Tapping into new segments for growth has been a hallmark of Carol Hamilton's success. The L'Oreal Kids haircare line, recently updated with a new interactive Web site, has become a leading brand. Ms. Hamilton, 53, has likewise begun delving further into the growing men's grooming category with the launch of Men's Expert Active Defense System products.

DOWNSIDE: L'Oreal's Men's Expert line followed rivals' successes in men's grooming, among them Beiersdorf's Nivea for Men line. And while L'Oreal has clearly outlined its intentions to focus on strong innovation in the higher-value segment with such items as Renoviste Anti-Aging Glycolic Peel Kit, aggressive ad claims for such products have come under fire from ad self-regulatory groups.

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