NEW YORK: Maybelline-Garnier has promoted Greta Mendelsohn to be PR director for its Garnier hair-care product line. Formerly a PR manager, Mendelsohn is now responsible for all product launches, consumer events, and brand-building activities for the hair-care brand.
She will report to Lisa Carvalho, Maybelline-Garnier's VP of PR. Patricia Dente has moved into Mendelsohn's old post. The company would not comment on who its former PR director was, or why that person left.
Already an established leading brand in Europe, Garnier's Fructis line is being launched in the US next February. "We want to wake up a sleeping category," said Mendelsohn. "We'll take a crack at the industry from a different point of view with an out-of-the-box approach," she said, without mentioning specifics.
Mendelsohn said her communications team will work alongside several external agencies on project bases, and mainly with Bratskeir & Company, Maybelline-Garnier's agency of record.
Prior to joining the cosmetics and hair-care company earlier this year, Mendelsohn oversaw several beauty accounts at Lisa Lori Communications and Lippe Taylor Marketing and PR.