Dior marketing chief set for US move

Parfums Christian Dior, the French cosmetics group owned by Louis

Vuitton Moet Hennessy, is losing UK marketing director Diane Miles to

the US, as part of a global reshuffle.

From December 2, Miles becomes vice-president, marketing, for the US

market. She will report to Bernard Potier, Dior’s international managing

director, who takes over as head of Dior’s US subsidiary.

Meanwhile, Renato Semerari has joined Parfums Christian Dior as

international marketing director, replacing Thierry Dugny, who becomes

international director.

The UK and Ireland division, which last month appointed Nicolas Cordier

as managing director, has promoted Emmanuel de Mareuil, currently

marketing group product manager for fragrances, to marketing director,

to replace Miles.

He reports to Cordier, a former regional business development director,

who has been brought in to spearhead the launch of Dior’s new fragrance,

J’Adore. Cordier previously looked after Canada and Western Europe for

Dior, as regional business development director.

Dior has also hired a sales director, Graham Mellor, who was previously

national sales manager at Clinique UK.

The marketing task will immediately involve ongoing promotions for

J’Adore, the company’s main fragrance launch this year, in the key

Christmas period.

Dior’s goal is for the brand to become one of the top ten global

fragrances by the end of 2000.

Its other fragrance brands include Hypnotic, Poison, Dune and

Fahrenheit.

The company also makes cosmetics and skincare products.

In the UK, Initiative Media handles Dior’s pounds 1.5m media spend, with

advertising created at Dior’s Paris headquarters. Euro RSCG Direct

handles Dior’s database and free gift marketing.

As well as Parfums Christian Dior, Louis Vuitton Moet Hennessy’s beauty

empire includes Parfums Givenchy, Parfums Kenzo and Guerlain.

This article was first published on Marketing