L’Oreal Spain names PR boss for Maybelline, Garnier

MADRID – L’Oreal Spain has appointed Montse Escobar to head press relations for its Mabelline and Garnier makeup and unisex styling brands.

Escobar, 33, will oversee media relations for both brands, which belong to the French cosmetic group’s mass-market products division. She replaces Armando Pinedo, who has left the firm to become a manager at Elle magazine.

The unit has a 3-strong comms team including Escobar, who will report to the division’s comms director Gloria Aranaz and to the Paris-based

Anne-Laurel Richards, who handles international communications for the two brands.

Escobar will spend half her time promoting Maybelline and Garnier with Madrid and Barcelona-based beauty journalists and industry leaders.

A key task will be the launch of an new line of female skin treatment by Garnier next January. For Maybelline, she will publicize new facial makeup products such as the brand’s new Terrasun tanning powder and Turboboost mascara. The brand has become well-known for its nail and lipstick products, Escobar explained, so ‘it’s important that we start promoting upcoming launches of new textures and package formats.’

She will continue to promote Maybelline in small events and through sponsorship efforts, including the continuation of the brand’s support for the Circuit alternative fashion runway, which functions under the

bi-annual Barcelona Fashion Week.

Before L’Oreal (which leads cosmetic sales in Spain) approached her this summer, Escobar had been a partner for Barcelona-based comms shop Presa Comunicacion, handling Garnier, Maybelline and other clients for one year.

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